Beyoncé inks new deal with adidas to relaunch Ivy Park, develop footwear
Not even 24 hours after the announcement of new music and an upcoming Netflix special, Beyoncé is breaking the internet yet again.
The singer, dancer, producer, and all around G.O.A.T., announced this week that she is partnering with sportswear brand adidas to develop and produce new footwear and apparel as well as relaunch her popular athleisure brand Ivy Park. According to the brand, this exciting new relationship with Beyoncé is not only a major business move, but also champions the core principles of the importance of women in leadership, shared ownership, empowerment and collaboration.
"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."
Beyoncé's collaboration is set to include a variety of stylish new products. The 'mulitlayered' deal will have the A-lister serve as a creative partner for the brand and assist with ideation of the signature items in addition to identifying new business opportunities, driving positive change in the world through sport and inspiring and empowering the next generation of creators.
"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 an executive board member at adidas.