Adidas made a big announcement yesterday as they introduced Beyoncé as their latest major collaborator. As part of the partnership, Beyoncé will serve as a creative force who will help develop multiple products such as footwear and even apparel. While this deal is big news, it is also interesting to note that multiple different brands were seeking a collaborative partnership with the artist. As reporter Nick DePaula explained on ESPN's The Jump, Beyoncé was approached by Reebok but she ultimately refused to sign a deal due to a lack of diversity.
According to DePaula, Beyoncé was in a meeting with Reebok when she asked: “Is this the team that would be working on my product?”
“Somebody said ‘yes’ and she said, ‘nobody in this room reflects my background, my skin color and where I’m from and what I want to do.’ And so she kind of took a step back and left and it didn’t come to terms,” DePaula explained.
The reporter also talked about how brands such as Jordan and Under Armour tried to sign the artist, but Adidas eventually won.
“This is the partnership of a lifetime for me,” Beyoncé said in a statement. “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 re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”
