Beyonce surprised everyone this week when she released a new collaboration campaign with French fashion house Balmain.

In this video, we’re going to take a look at how Beyonce one upped adidas with this incredible PR fix. By collaborating with a popular fashion house like Balmain, Beyonce was able to generate publicity for her campaign that was well beyond her expectations. This collaboration is a shining example of how to get the most out of your PR efforts, and you need to see it to believe it!

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