Two icons in the culture have decided to come together and change the world. adidas and Beyoncé have announced a 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.
Beyoncé will be a creative partner for the brand, develop new signature footwear and apparel, as well as re-launch Ivy Park with adidas.
“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.”
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. Meaningful and rich storytelling will be the foundation for both Beyoncé’s collection with adidas as well as the re-launch of her Ivy Park brand. This partnership respects Beyoncé’s ownership of her company which continues her journey as one of the first black women to be the sole owner of an athleisure brand.
“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
And while adidas is excited to welcome Beyoncé to the family, we’re excited for what this partnership produces. We’re saving up NOW.
Follow CLAVEL on Facebook and Instagram for news and updates.
