Beyoncé Announces adidas Partnership
Beyoncé has teamed up with adidas for a multi-layered partnership.
As part of the deal, which was announced Thursday (April 4), the superstar singer and German sportswear giant will create new performance and lifestyle products “focused on empowering and enabling the next generation of athletes, creators, and leaders.”
Beyoncé will serve as a creative partner for the brand, developing new signature footwear and apparel, as well as relaunching her Ivy Park brand, which was previously in partnership with British fashion retailer Topshop.
“This is the partnership of a lifetime for me,” said Beyoncé 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. I look forward to relaunching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”
Eric Liedtke, adidas Group Executive Board Member Global Brands, was excited to welcome Beyoncé to the family. “As the creator sports brand, adidas challenges the status quo and pushes the limits of creativity through its open source approach,” said Liedtke. “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.”
Beyoncé will retain ownership of her company and continue “her journey as one of the first black women to be the sole owner of an athleisure brand.”
adidas has previously collaborated with other high-profile celebrity partners including Kanye West and Pharrell Williams.