American female singer and actress Beyoncé is signing a partnership deal with sports brand adidas.
With the announcement of the partnership deal, the rock star female singer will work together with the sportswear brand and co-create new footwear along with apparel that will run the gamut from performance to lifestyle focused items. Moreover, Beyoncé is also planning to launch her athleisure brand, Ivy Park.
“This is the partnership of a lifetime for me,” Beyoncé said in a statement. “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.”
Beyoncé also said in a statement that she looks forward to “Relaunching and expanding Ivy Park on a truly global scale with a proven, dynamic leader. Ivy Park was launched two years ago having Phillip Green, the British billionaire behind TopShop.
It was later following sexual harassment and racial abuse against the businessman, Beyoncé bought out green becoming a full time owner of Ivy Park.
Beyoncé has become the first black women to be the sole owner of an athleisure brand.
In the recent years, Adidas has found acute success with its Yeezy collaboration with rapper Kanye West. Having its popular styles including Stan Smith and the superstar have gotten out of fashion, Adidas expressed its desire to focus on Yeezy taking the number of products from 20 to 30 up from two or three years ago.
“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,” Eric Liedtke, Adidas’ executive.
So far there have been no photos posted on social media pertinent to new products and revamped Ivy Park Line. In addition to new products, Beyoncé and Adidas said in a press release that they will work to develop a “Unique Propose-driven program focused on empowering and enabling the next generation of athletes, creators and leaders.”
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