Adidas and Beyoncé have announced a partnership that will benefit the next generation of creators through sports and new business opportunities.

License Global

April 4, 2019

1 Min Read

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."

Read more about:

adidasBeyoncé

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.

 

 

 

Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like