As brands continue to battle for dominance they continue to recruit pop culture’s biggest stars into their marketing plans.
Some special artists even get the honor of brandishing their own line. We’ve seen it with Rihanna and her immensely popular Fenty Puma collection and Kanye’s Adidas Yeezy Supply collection has been running the streets. Now Adidas has partnered with one of the most revered names in music—The Queen herself, Beyonce. Artists are trendsetters and tastemakers, and their influence can singlehandedly warp the fashion zeitgeist.
Tyler, the Creator (Converse)
After a stint working with legendary California shoe company Vans, Golf Wang captain Tyler, the Creator began a partnership with Converse. The pairing’s collaborations have been wildly popular with the Converse x GOLF le FLEUR One-Star’s bright colorways perfectly matching Tyler’s ‘flower boy’ aesthetic.
There isn’t an industry that Rihanna hasn’t blessed yet and her co-sign might be more valuable than the Midas’ touch. Rihanna’s Fenty Beauty is one of the biggest brands in the world right now and her Fenty x Savage lingerie line is doing numbers. It only makes sense that her collaborative efforts with PUMA would also be a smash hit. Her furry slides and iconic creepers cemented the unbridled creative genius of Rihanna and certified her as one of the Queens of kicks.
Kanye’s shoe game cannot be ignored. Kanye has made shoes for Louis Vuitton, Nike, and most recently Adidas. His Nike Air Yeezy 2 might be one of the most sought after shoes on the market right now, especially after the sudden dissolution of his Nike partnership. His Yeezy Boost series is a holy grail for sneaker fiends and hypebeasts everywhere.
Pharrell Williams is a vampire and most importantly a fashion icon. Pharrell’s fashion-forward sensibilities have given us Billionaire Boys Club, Ice Cream and he helped popularize the colorful camouflage of BAPE in the United States. That was the type of tastemaker partnership Adidas was looking for and it paid off. With Pharrell in tow, their Human Race collection made the Adidas NMD one of the Three Stripes premier kicks.
Drake (Air Jordan)
Drizzy is one of the biggest names in the game and his co-sign means everything, so it is only fitting that he joins one of the biggest names in the game—Jordan Brand. His OVO Jordan collection has been understated often coated in black, white, and gold. When the Jumpman and Owl come together, it is a legendary affair and a celebration of two of the greatest the game has ever seen.
Travis Scott (Nike/Air Jordan)
Though Nike and Air Jordan are part of the same family of brands it isn’t often that an artist gets to work with both parties. Travis made waves on the sneaker scene after dropping his canvas Air Force ones with the removable swoosh and 3M piping that shines like a rainbow. La Flame then put on for the H with his Houston Oilers inspired Cactus Jack Air Jordan 4s. Most recently, he’s dropped the brown Air Jordan 1s with the reverse swoosh on the lateral side. Trav was featured as the principal in the teaser commercial for the Air Jordan 33 which he also put his special touch on.
Though we have yet seen the fruits of their collaboration, the Adidas x Ivy Park collection is guaranteed to be huge. Beyonce is one of the most recognizable names in history. Having the Queen on the team may even be a bigger pick up for Adidas than Kanye. After turning down several companies for their lack of diversity Beyonce isn’t just changing the world of sneakers she’s changing the world as a whole. Queen Bey is irreplaceable and the hive is buzzing about her new endeavors.