Adidas Wants to Sign Taylor Swift to Sneaker Deal

Despite enjoying initial success, adidas has had mixed results with musician endorsements. After reshaping the industry with Kanye West, the artist's controversies led to a breakup, resulting in a $771 million loss in 2023. The same year, adidas cut ties with Beyoncé after Beyoncé after a reported $200 million sales projections miss.

But what if there was a recording artist that was too big to fail? Even better, she had a proven track record of impacting the economy while avoiding controversy. Best of all, she already wears the brand's sneakers sometimes.

That is why adidas CEO Bjørn Gulden wants to sign Taylor Swift. Gulden was quoted as saying, "Some of you asked me yesterday if we could sign Taylor Swift. I said I would love to - I don't know how I’d do it, but right now she's also wearing our products from time to time, which might help.”

Swift is easily the biggest sneaker free agent on the market. Partnering with Swift right now would be the equivalent of Nike signing Kobe Bryant and LeBron James in the Summer of 2003.

But that would be much easier said than done. Signing Swift would require a blank check (not to mention that she would have to want to partner with the brand). Sure, the superstar has worn adidas lately. But she also wore New Balance 550s to a Kansas City Chiefs game last fall.

The thought of Swift building a footwear and apparel line similar to Yeezy or IVY PARK is tantalizing. It seems like the natural next step in Swift's long and illustrious career, but we defer to her business acumen as her résumé is flawless. Follow Men's Journal Sneakers for all your most important footwear news.

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