Adidas has teamed up with Beyoncé on a new multi-layered partnership that will include inspiring and empowering the next generation of creators, driving positive change in the world through sport, and identifying new business opportunities.
With this new deal, Beyoncé will be a creative partner for the brand, develop new signature footwear and apparel, as well as re-launch her Ivy Park label with Adidas.
The partnership will result in the co-creation of exciting new products – from performance to lifestyle – and a unique purpose-driven program focused on empowering and enabling the next generation of athletes, creators and leaders.
“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.”
“As the creator sports brand, Adidas challenges the status quo and pushes the limits of creativity through its open source approach,” added Eric Liedtke, executive board member of global brands at 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.”
Beyonce’s Parkwood Entertainment company bought out British retailer Arcadia Group Ltd, the co-owner of the Ivy Park fashion brand, back in November 2018. Prior to this new deal, Ivy Park was solely available at Topshop, a fast-fashion retailer owned by Arcadia Group.