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Jennifer Lopez Partners With DSW Owner On Footwear Line

  • Deal to give Lopez Designer Brand shares based on performance
  • Entertainer could become a major investor in the retailer
Jennifer Lopez performs during the Super Bowl halftime sho on Feb. 2.
Jennifer Lopez performs during the Super Bowl halftime sho on Feb. 2.Photographer: Charles Trainor Jr./Miami Herald/Tribune News Service via Getty Images

Fresh off her Super Bowl performance, Jennifer Lopez is starting her own line of footwear with Designer Brands Inc., the owner of DSW stores, which is betting on her star power to help boost stagnant sales.

Lopez and Designer Brands are forming a joint venture, which represents a step beyond the licensing deals that celebrities are typically involved in. It will give Lopez the chance to earn shares in the company based off of her products’ performance. The deal is structured in a way that puts no cap on how many shares Lopez can own -- so if the project pays off, the entertainer could end up becoming an important stakeholder.