Beyoncé Announces Partnership Of A Lifetime With Adidas
Beyonce’s sportswear brand Ivy Park has been keeping a low profile since the performer cut her ties with Sir Philip Green, and bought back the Topshop tycoon’s 50 per cent share in the company she founded in 2016 with Arcadia.
Four months after Parkwood, the popstar’s company, acquired 100 per cent of the business, Beyoncé has announced a new partnership with Adidas. More than just a collaboration, Bey describes the wide-ranging deal, which will encompass clothing and footwear as well as the Ivy Park relaunch, as “the partnership of a lifetime”.
“Adidas has had tremendous success in pushing creative boundaries,” Beyoncé continues via Ivypark.com. “We share a philosophy that puts creativity, growth and social responsibility at the forefront of business.”
The “Run the World” singer will retain ownership of her company and will continue “her journey as one of the first black women to be the sole owner of an athleisure brand”.
“Neither ascribes to the typical stereotypes of athletes and what athleisure clothing and footwear should be,” Adidas commented of adding Ivy Park to its brand line-up, which also includes Kanye West’s Yeezy and Stella McCartney’s sports line. “Instead, [it] will bring to life a shared vision of inclusion that will forever alter the opportunities and landscape for all.”
So far, there’s only an Instagram blast – yellow and black to symbolise the Beyhive, duh – to decipher. Rest assured the singer’s products will launch to greater noise.