Beyoncé's collaboration with Adidas could appeal to women

In order to win female buyers, Adidas turns to Beyoncé.

Last week, the sporting goods retailer announced a new partnership with Beyoncé, with the goal of co-creating new footwear and apparel, ranging from performance-oriented items to lifestyle-oriented items. Beyoncé also plans to work with Adidas to revive its athleisure brand, Ivy Park.

This partnership is part of Adidas' broader strategy to convince women. In 2018, Adidas launched the "She Breaks Barriers" campaign, which advocated wider media coverage of women's sport.

Read more: Beyoncé badociates with Adidas to create new shoes and clothing and revive the brand athleisure Ivy Park

With the agreement Beyoncé, Adidas has the chance to conquer not only women in search of athletics, but also the growing market of "sneakerheads".

According to the most recent version of Piper Jaffray's biannual survey of adolescents, 22% of teenage women surveyed reported having collected sneakers or that they were identified as "sneakerheads". This is less than the percentage of teenage adolescent respondents who identified themselves as sneakers, or 31%.

With fewer teenage sneakerheads than men, brands might have the opportunity to conquer the market. Clothes were the main thing teenage girls reported spending money on, while food was the # 1 teen market. And, although, according to Piper Jaffray, the teen shops using the Nike SNKRS app 39 times a year on average, teenage girls attend an average of 19 times a year.

Adidas has conquered sneakers in recent years thanks to his collaboration with Yeezy with rapper Kanye West. While popular Adidas styles such as Stan Smith and the Superstar have fallen out of favor, Adidas has announced its intention to focus more on Yeezy, bringing the number of product launches between 20 and 30 a year, instead of two or three in a few years. since.

A shoe collaboration with Beyoncé could be a similar success, winning a slightly different set of sneakerheads.

Adidas is not the only retailer trying to seduce women, sneakers and their cross section. Nike is investing heavily in its women-focused offerings, including launching more sneaker and athletic models.

"We want to help create the next wave of growth for women in sport, and with an all-women's offensive, we are seeing an even healthier, longer-term future for Nike," said Chief Executive Officer Mark. Parker, at a call launched to investors in March.