Attention Beyhive: Beyoncé is teaming up with Adidas
Hitting it out of the park
Wallets at the ready! Less than five months after pulling Ivy Park from Topshop, Beyoncé has signed on with Adidas to relaunch the athleisure line, but that's not it. As the creative partner of the company, she'll also be launching new footwear and apparels across the lifestyle and performance categories. In a statement released by the German sportswear giant, Beyoncé says that "This is the partnership of a lifetime for me. 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 superstar will remain the owner of Ivy Park, as Adidas mentioned that she's "one of the first black women to be the sole owner of an athleisure brand", and in the press release, its Global Brands' Executive Board Member, Eric Liedtke, noted the importance of women in leadership, saying "As the creator sports brand, Adidas challenges the status quo and pushes the limits of creativity through its open source approach. Beyoncé 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." While nothing has been revealed design-wise, Adidas mentioned that "meaningful and rich storytelling will be the foundation for Beyoncé's collections with Adidas".
Stay tuned for more updates.