Over the weekend, Beyoncé posted a series of images on Instagram that showed her posing with what looked like hundreds of pairs of shoes. Weird flex, but go off, Bey. Beyond the fact that all the kicks were fresh-out-of-the-box Adidas, there wasn’t a unifying theme among them.
We spotted all sorts of colors, styles, and maybe even sizes – did Hov slip a few of his own pairs into the shots? But more importantly: what were all those shoes about, anyway? We did some digging, and it turns out that is the pop royal’s personal collection, which was acquired as a gift after she and Adidas inked a massive deal earlier this month.
Last year, following accusations of misconduct against Topshop’s Philip Green, Beyoncé pulled her Ivy Park partnership with the high street brand. Soon, it was Adidas to the rescue with a deal that Bey couldn’t pass up. Not only was she named a creative partner for the brand, but the agreement has also stipulated development of a new signature footwear and apparel line along with the relaunch of Ivy Park.
We can’t think of a time that Beyoncé has used her massive social media following – with 127 million followers on Instagram alone – to promote a brand beyond her own, but this partnership sees her harnessing that attention and laser-focusing it on a project that clearly means the world to her. A statement she released to the press underscored that point: “This is the partnership of a lifetime for me. Adidas has had tremendous success in pushing creative boundaries. We share a philosophy that puts creativity, growth, and social responsibility at the forefront of business. I look forward to relaunching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”
Sporting all Adidas everything, right down to the three stripes on her fingernails, Beyoncé isn’t the only one hyped about her partnership. With this series, she’s not only flying the flag for Adidas and showcasing her promotional power, but also amping up global anticipation around her forthcoming collaboration.