Beyoncé has signed on as a creative partner for one of the largest sportswear manufacturers Adidas and has announced plans to relaunch her Ivy Park brand.
In a statement, the mogul said: “this is the partnership of a lifetime for me”. As part of the deal, Adidas and Beyonce will design new footwear and clothing for the brand.
“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.”
Beyoncé launched Ivy Park in 2016 with Topshop Chief Sir Philip Green, who she cut ties within 2018 after acquiring 100 per cent of the Ivy Park brand.
Eric Liedtke, Adidas’ executive board member of global brands, in a statement, said; “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.”