Beyoncé and Adidas have announced a new partnership! Beyoncé will become the 'creative partner' of Adidas with focus on development of new signature footwear and apparel, as well as the relaunch of her Ivy Park brand with Adidas.
Ivy Park brand has come a long way since it was co-founded back in 2016 with Philip Green, the owner of Topshop. After sexual and racial harassment allegations were made towards Green in October 2018, Beyoncé acquired full ownership of Ivy Park.
“This is the partnership of a lifetime for me,” Beyoncé said in a press release. “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 feeling is mutual with Adidas. “As the creator sports brand, Adidas challenges the status quo and pushes the limits of creativity through its open-source approach,” said Eric Liedtke, Executive Board Member, Global Brands, Adidas . “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.”
Joining a huge lineup of Adidas' big names such as Kanye West, Pusha T and Kylie Jenner, we are definitely excited to see Beyoncé taking the lead for the Adidas women's line. This may also mean that an Adidas Beyoncé sneaker line might not be too far ahead!
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