Adidas and Beyoncé have announced a multi-layered partnership that will see the star singer become a creative partner for the brand and develop new signature footwear and apparel. The partnership will also see the re-launch of her Ivy Park brand as Ivy Park with Adidas.
“This is the partnership of a lifetime for me,” said Beyoncé in a statement. “Adidas has had tremendous success in pushing creative boundaries. We share a philosophy that puts creativity, growth and social responsibility at the forefront of business. I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”
The partnership will include both performance and lifestyle offerings.
“As the creator sports brand, Adidas challenges the status quo and pushes the limits of creativity through its open source approach. Beyoncé is an iconic creator but also a proven business leader, and together, we have the ability to inspire change and empower the next generation of creators,” said Eric Liedtke, executive board member, global brands, Adidas.