Adidas announced this week that they created a partnership with Queen Bey. Adidas promises to release Beyoncé signature sneakers and a relaunch of her Ivy Park clothing line worldwide. This is a big move for Adidas inking the biggest star on the planet.
New reports from ESPN’s Nick DePaula claim that Beyoncé was also receiving offers from Jordan Brand, Under Armour, and Reebok. DePaula claims that she walked out of a meeting with the latter brand, which ironically enough is a subsidiary of Adidas, due to its lack of diversity and representation.
“She had a meeting at Reebok and they had a whole presentation of everything, potential products, how this could all look, and she took a step back and said, ‘Is this the team that will be working on my product,’ and somebody said, ‘Yes,’ and she said, ‘Nobody in this room reflects my background, my skin color, where I’m from, and what I want to do.’ So, she took a step back and left,” DePaula said during a recent appearance on ESPN’s NBA program The Jump.
This is about Beyoncé so you should watch it but also @NickDePaula tells a really interesting story of why Beyoncé walked out of her meeting with the Reebok people and ended up signing with the adidas side of the brand instead.
Representation, baby. pic.twitter.com/hE6R3Z4pm9
— Rachel Nichols (@Rachel__Nichols) April 5, 2019
It’s mind blowing that some of these famous athletic brands don’t have people of color running their creative projects or even in the creative rooms. It’s 2019, black people are culture and we decided what’s hot and trending. We respect what Beyoncé did to Reebok because now they have to re-evaluate their creative executives. Adidas wants to have a long and great partnership with the Queen. Beyoncé feels the same way. She spoke about the future of their partnership, she said, “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 re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”