The deal between Beyoncé and Adidas was made public on Thursday (April 4) and the Bey Hive and others alike broke the Internet. Talk of the “Beydidas” collaboration and future use of the “Beyoncé 1’s” was all that could be read on social media, but it turns out that there’s more than meets the eye behind the story. Over the past two years, according to journalist Nick De Paula and his appearance on ESPN’s “The Jump,” Queen B had been meeting with different sportswear companies to discuss partnership opportunities with them.
She met not only with Adidas, but Under Armour, Jordan, and Reebok as well. However, a collaboration with the latter was reportedly and quickly shut out of the question after a meeting with the footwear company.
“Throughout this process over the last year or two, she had discussed with Under Armour, Reebok as well, Jordan at one point was interested in maybe partnering with her,” De Paula said on the show. “She had a meeting at Reebok and they had a whole presentation of everything, potential products and how this could all look and she kind of took a step back and said, ‘Is this the team that will be working on my product?’ and somebody said yes. 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 then it did not come to terms.”
Clearly, Mrs. Carter found the diversity that was lacking at Reebok in Adidas, and now fans of the superstar, Adidas hype beasts and just anyone who wants some new heat can relish in the re-launch of Beyoncé’s Ivy Park with the brand with the two stripes. A date for the release of the deal has yet to be announced, but fans can expect to be able to purchase lifestyle to sports performance products.
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