Adidas and Beyonce are teaming up to relaunch the superstar’s Ivy Park label.
The sportswear firm has announced a multi-layered partnership with the performer to “inspire and empower the next generation of creators; drive positive change in the world through sport; and identify new business opportunities”.
“This is the partnership of a lifetime for me,” said Beyonce. “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 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.
According to a joint statement, meaningful and rich storytelling will be the foundation for both Beyonce’s collection with Adidas as well as the re-launch of her Ivy Park brand.
“As the creator sports brand, Adidas challenges the status quo and pushes the limits of creativity through its open source approach,” said executive board member – global brands Adidas Eric Liedtke.
“Beyonce 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.”