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Footwear INSIGHT
Adidas Strikes Partnership with Beyoncé, Prepares for Boston

The Three Stripes reportedly beat out a number of athletic brands to sign international music star Beyoncé to a multi-layered partnership that will include the development of a new signature footwear and apparel collection for adidas and the re-launch of Beyoncé’s Ivy Park athleisure label that was first created in 2016.

In a statement, Beyoncé said she and Adidas “share a philosophy that puts creativity, growth and social responsibility at the forefront of business.”

There is no official word yet on the first availability of products, expected to range from performance to lifestyle.

“Beyoncé is an iconic creator but also a proven business leader, and together, we have the ability to inspire change and empower the next generation of creators,” adidas Group’s Eric Liedtke said of the new relationship.

Elsewhere, Adidas is preparing for next Monday’s running of the 123rd Boston Marathon with the second year of a partnership with The Woolmark Company, an Australian Merino wool firm. The two brands will staff a pop-up training truck on the route offering runners support via a team of running and nutritional experts. Adidas-Woolmark have developed Merino wool running apparel that can weather all conditions, including a Merino wool T-shirt that was awarded to the Top 20 Boston winners per age group in 2018 and will be repeated for this year’s race.

“Last year’s Boston Marathon saw runners battle grueling winds and torrential rain,” said Stuart McCullough, Managing Director for The Woolmark Company. “Hopefully, Mother Nature will be more accommodating this year, but no matter the weather, wool’s benefits will keep runners comfortable, and that’s the message we are conveying in Boston.”

Mon, Aug 28, 2017
Vol 1, Issue No. 33