Rebuild " Coconut " Explosive Series? Adidas Invited Beyonce To Be A Creative Partner.

When the heat of Stan Smith and other tide shoes is declining, Adidas intends to rebuild its money in sports life. For this reason, the sports brand invited Beyonce.

After "kan Ye", Adidas recently announced that another pop star Beyonce became the creative partner of the brand.

This will be a life-long cooperation agreement, which the two sides call a "multi-level cooperation", but the terms of the paction have not been disclosed.

What's interesting is that Beyonce and Jay-Z's star couple are playing an opponent in the sporting goods industry. In June 2018, PUMA invited rap singer Jay-Z to be the creative director of basketball business.

It is reported that as the basis of bilateral cooperation, Adidas will launch joint clothing and sports shoes series with Beyonce's personal brand IvyPark.

The products are mainly for female consumers, including stage performance, functional clothing and lifestyle.

In 2014, Beyonce and Philip Green, the boss of Topshop, the UK's high street fashion giant, joined hands to create a fashion brand IvyPark, which owned 50% of the company's shares.

The brand name comes from its daughter Blue Ivy, which includes sports underwear, tights and sweater.

Since 2016, IvyPark has been officially sold through the retail channel of Topshop, and is also on the platform of Net-a-porter, Zalando and Nordstrom.

But in 2018, after Philip Green was caught in a scandal, Beyonce bought all the shares of the former company through ParkwoodEntertainment, the name of the company, to achieve full control of Ivy Park.

Now, Beyonce has found a new partner. She will cooperate with Adidas to restart the Ivy Park brand, and plan to launch Beyonce signature shoes.

In an official statement, Beyonce said Adidas's experience in international business will play a positive role in the restart and expansion of Ivy Park.

Besides Beyonce, Adidas owns a pop star partner like Kanye West.

In recent years, the Yeezy series jointly launched by Adidas and Mr. Kan has been welcomed by the market. German brand plans to increase investment in Yeezy series and expand the scale of product offering.

According to the NPD Group's report on the American sports shoes wholesale market, the "Yeezy Boost 350v2" shoes ranked the top 10 in the 2018 sales volume, becoming the only shoe on Adidas's list.

Similarly, the star cooperation strategy of another sports brand PUMA has achieved remarkable results. The PUMA, which had failed in its previous performance, began to usher in a revival in 2016. Its important factor is the arrival of Rihanna.

In 2014, when Kai Yun group announced its intention to sell PUMA, the latter hired Rihanna as the creative director of women's series and the global brand ambassador.

The North American red half female singer is the favorite of fashion designer. She once founded a personal brand FENTY.

In addition, Rihanna created many classic and fashionable ways of dressing. The dress and sports shoes, sweaters, short skirts, and the high-class heel shoes were the personal tags and design styles. They came to PUMA together.

In 2015, her first assignment was PUMA SuedeCreeper, a new design with suede upper and thick bottom, which was sold out within three hours.

In 2016, Rihanna personally designed the joint series of FENTY and PUMA, and walked up and down in the fashion week.

A market consensus is that demand for sports fashion and star design elements continues to rise at this stage.

Now, through cooperation with big Beyonce, Adidas hopes to continue to bring money in the field of sports and leisure.

Usually, the number of celebrities' cooperation is limited, so promoting sales growth is not the primary goal. Its market target is more inclined to create public opinion and heat up the brand.

NPD Group analyst Matt Powell (MattPowell) believes that "after the signing of Rihanna by PUMA, women's business has begun to improve. I believe Beyonce will also have a positive impact on Adidas, even though it is not a very large commercial activity from the actual sales amount."

At the same time, this is a strategic embodiment of Adidas putting more resources into the growth of women's products.

In March 13th, Adidas released 2018 fiscal year results showing that global revenue grew 8% to 21 billion 900 million euros, and net profit increased 20% to 1 billion 700 million euros.

North America and the Asia Pacific region gained 15% sales growth, of which China grew by 23% throughout the year.