Beyoncé announces newest partnership with adidas. The fashion foward duo aims to produce shoes, clothing and more.
The collaboration between Queen Bey and adidas recognizes Beyoncé as a creative partner with the brand. Her role incorporates creating new, signature footwear, apparel and relaunching athletisure clothing line Ivy Park.
Both Beyoncé and adidas share a respect and commitment to creativity. Core principles aligning Beyoncé to the adidas brand include importance of women in leadership, shared ownership and empowerment.
“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 re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”
An official statement details how both Beyoncé and adidas hope to bring excitement to the sportswear brand. The collaboration hopes to spark creativity and empowerment with the next generation of athletes, creators and leaders.
Although Beyoncé previously ran the Ivy Park brand with Top Shop, she obtained sole rights November 2018. The partnership with adidas recognizes her ownership.
“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