• Beyoncé posted her first photos hyping her partnership with Adidas on Friday.
  • The Instagram posts quickly went viral, with the first photo hitting two million likes in less than an hour.
  • The immediate virality of Beyoncé’s Adidas posts reveals a major advantage the singer is bringing to the athletic wear brand — her social media dominance.

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Beyoncé has posted her first photos hyping her partnership with Adidas.

On Friday, the singer posted three Instagrams highlighting her new collaboration with Adidas.

The posts quickly racked up millions of likes, with the first photo hitting two million likes in less than an hour. A short video Beyoncé posted of herself getting her hair done for the apparent photo shoot — in which she zooms in to show Adidas’ signature three stripes on her nails — was viewed more than 3.5 million times in its first hour.

Beyoncé and Adidas announced earlier in April that the singer and the brand planned to co-create new footwear and apparel that will run the gamut from performance- to lifestyle-focused items. Beyoncé is additionally planning to work with Adidas to relaunch her athleisure brand, Ivy Park.

Read more: Beyoncé is partnering with Adidas to…