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What Beyoncé’s Ivy Park x Adidas launch means for the new age of celebrity brands

Ownership is the new endorsement.

What Beyoncé’s Ivy Park x Adidas launch means for the new age of celebrity brands
that the paid celebrity endorsement model was broken. “Consumers have begun to realize how phony these pay-to-wear deals are. Celebrities have not loyalty to brands, or fans. They simply will endorse whatever they are paid to wear… The sports industry needs to return to the days of authentic and honest endorsement, where the relationship is guided by passion and emotion, not by big paychecks.”

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2020欧洲杯体育网址Given its hype and Beyoncé’s unwavering longevity as a cultural powerhouse, Ivy Park x Adidas may become the standard bearer for the new age of endorsement, one that goes far beyond the broken, transactional hold-the-product-and-smile model and into something much more authentic: ownership. What started (arguably) with Michael Jordan evolved to Kanye’s Yeezy, but is also behind the meteoric rise of Rihanna’s Fenty, Kylie Jenner’s Kylie Cosmetics, and even variations like Dwayne Johnson’s Project Rock at Under Armour. We’ve seen this model play out for a while in booze, with every celeb and their mom emerging as a part-owner in a tequila distillery. But sneakers and sportswear have a much bigger pop cultural (ahem) footprint.

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2020欧洲杯体育网址In this new model, the celebrity’s style, influence, and financial stake is clear. Kanye reportedly earns 5% royalties on net sales of Yeezy shoes and apparel, which hit more than $1.3 billion last year. No specific financial details have been released about Beyoncé’s deal, but considering they both brought pre-existing brands to Adidas and carry similar celebrity clout, it could be comparable. Adidas is certainly hoping the sales are comparable to Yeezy’s heyday a few years back. The company’s Q3 earnings did not impress , and CEO Kasper Rorsted was sure to remind analysts of the impending Beyoncé release.

2020欧洲杯体育网址Fans want more than phony and will shop in droves when these collections truly embody the names attached to them. Ownership is the new endorsement. And so far, Beyoncé is leading a master class.

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About the author

2020欧洲杯体育网址Jeff Beer is a staff editor at Fast Company, covering advertising, marketing, and brand creativity. He lives in Toronto.

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