Celebrities News

Beyoncé to Create New Signature Footwear and Apparel for adidas

Following the trend of musical creatives aligning themselves with sports brands, Beyoncé has joined the adidas stable of high-profile names who had forged partnership with the sports giant.

Announced on April 4th, it was revealed that 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 multi-layered partnership will include inspiring and empowering the next generation of creators, driving positive change in the world through sport, and identifying new business opportunities.

“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.

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