The partnership sees a global relaunch of Beyonce’s athleisure brand, Ivy Park.
“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 relaunching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”
The partnership will result in the co-creation of new performance and lifestyle products, and a unique purpose-driven program focused on empowering and enabling the next generation of athletes, creators and leaders. No details yet as to what this program entails.
According to the brand, meaningful and rich storytelling will be the foundation for both Beyonce’s collection with Adidas as well as the relaunch of her Ivy Park bran, which was first launched in 2016.
Adidas seems to be applying the Kanye West/Yeezy formula, through which it found much success, with Beyonce. We’re excited to see what the house of three stripes will be pulling out of its sleeves with Beyonce on board.
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