adidas made a splash in April when they announced a new, iconic partnership with Beyonce. The announcement surprised many, but not me. My colleague, Katherine Rainbolt, and I predicted the partnership not more than one month prior.

Here’s our marketing/brand strategy for the adidas and Beyonce collaboration. The strategy includes brand overviews, data analysis, market analysis, and marketing the partnership and its subsequent product(s).

By Jordan Wehe

I am a scientist turned marketer and currently serve as the CMO of Jade Communications, an internet and technology service provider in Southern Colorado.

I hold an MBA from the University of Denver, Daniels College of Business. Currently, my interests lie at the intersection of technology, marketing, sport and culture.

A native Coloradan, I enjoy playing soccer, running, cycling, skiing, traveling, drinking espresso, and competing for TeamUSA internationally in the duathlon.