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Beyonce Just signed an important contract with Adidas, but before that, other sportswear companies were striving to badociate with it.
The "Irreplaceable" singer recently relaunched her brand Ivy Park Athleisure under the umbrella of Adidas. The company will also launch its brand sneakers and clothing.
But according to According to Nick DePaula, ESPN writer, Beyoncé also met with Under Armor, Air Jordan representatives at Nike and Reebok, but she did not appreciate Reebok's lack of diversity and so left the meeting.
"She had a meeting at Reebok and they had a full presentation of everything, potential products, what it might look like, and she sort of stepped back and said," Is this team who will work on my product? DePaula told ESPN hosts "The Jump".
"Someone said" Yes "and she added," Nobody in this room is reflected in the background, my skin color, my origin, what I want to do, "he added. So she took a step back and left, and then it did not work out. "
Some may not be surprised that diversity is a big problem for the superstar singer, since she is known to tackle social justice issues head-on. As in 2016 when she brought mothers to Trayvon Martin, Eric Garner, Oscar Grant and Mike Brown on the red carpet of the MTV Awards.
Or when she gathered blacks with the video "Training" where a young man stands in front of policemen with the words "Stop shooting us" spray-painted on a wall. Beyoncé also made a big statement at the 2016 Super Bowl featuring dancers in Black Panthers inspired outfits.
In addition, she supported the Black Lives Matter movement and presented in 2017 Colin Kaepernick with the Muhammad Ali Legacy Award for protesting against social injustice.
"It's not just about putting your name on a shoe and here's the new Adidas Beyonce 1, or whatever they call it," said DePaula about the singer's contract of sale. "It's about making a mark on society and having an impact in terms of diversity."
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