Adidas today announced a new partnership with Beyonce , the brand's latest attempt at "distinguishing itself from Nike." CNBC's Sara Eisen noted Nike "has most of the big athletes" as endorsers, while Adidas is "all about getting the biggest influencers on social media." CNBC’s Carl Quintanilla : “Is it as plain as Nike goes after athletes and Adidas is going after celebrities?” Eisen: “That appears to be what’s happening. Adidas also would say it goes after athletes and that is what is in the blood. ... If you hit the right celebrity with the right creative vision, it can be very successful” ( “Squawk on the Street,” CNBC, 4/4 ).
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