Adidas Signs Partnership Agreement with Beyonce

  • Fashion
Adidas Signs Partnership Agreement with Beyonce

Adidas has signed an agreement with singer Beyonce as a creative partner, with plans to relaunch her Ivy Park athleisure line, launched in 2016, and to develop new shoes and apparel collections for the company.

According to a press release, Beyonce will also lead a new “purpose-driven program focused on empowering and enabling the next generation of athletes, creators and leaders.”

"This is the partnership of a lifetime for me," Beyonce said in a statement.

"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," she added.

Adidas stressed that the partnership "respects Beyonce's ownership of her company", hailing the star singer as "one of the first black women to be the sole owner of an athleisure brand [...] which will bring to life a shared vision of inclusion that will forever alter the opportunities and landscape for all."