Beyoncé, Adidas Announce Partnership
Adidas and Beyoncé have announced a partnership that will benefit the next generation of creators through sports and new business opportunities.
The new collaboration includes the relaunch of Ivy Park, Beyoncé’s apparel line.
“This is the partnership of a lifetime for me,” said Beyoncé. “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 relaunching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”
The partnership will result in the co-creation of exciting new products from performance to lifestyle and a purpose-driven program focused on empowering and enabling the next generation of athletes, creators and leaders.
This partnership revers Beyoncé's ownership of Ivy Park, and continues her journey as one of the first black women to be the sole owner of an athleisure brand.
“As the creator sports brand, Adidas challenges the status quo and pushes the limits of creativity through its open source approach,” says 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."