In an effort to win over female shoppers, Adidas is looking to Beyoncé.
Last week, the sports retailer announced a new partnership with Beyoncé, with plans to co-create new footwear and apparel that will run the gamut from performance- to lifestyle-focused items. Beyoncé is additionally planning to work with Adidas to relaunch her athleisure brand, Ivy Park.the"She Breaks Barriers" campaign that advocated for wider media coverage of women's sports.
According to the most recent version of Piper Jaffray's biannual teen survey, 22% of all female teenage respondents said they collected sneakers or identified as"sneakerheads." That's fewer than the percentage of male teen respondents who identified as sneakerheads, which came in at 31%. Adidas has won over sneakerheads in recent years with its Yeezy collaboration with rapper Kanye West. As popular Adidas styles such as Stan Smith and the Superstar have fallen out of style, Adidas has said it plans to focus more on Yeezy, boosting the number of product launches to between 20 and 30 a year, up from two or three a few years ago.
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