Beyoncé and Adidas have announced a new partnership and it’s in the sneaker sector. Her Ivy Park activewear brand, previously in business with Topshop, will relaunch under the Adidas brand. Adidas has described the deal as a “multi-layered” deal.
Just In: Adidas and Beyoncé have announced a multi-layered partnership today. Beyoncé will be a creative partner for the brand, develop new signature footwear and apparel, as well as re-launch her Ivy Park brand with adidas.
— Jess Golden (@JGolden5) April 4, 2019
Beyonce will be a “creative partner” for Adidas and is set to “develop new signature footwear and apparel.”
“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 re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader,” Beyoncé said.
This deal marks Beyoncé’s first step into the footwear market, and with this new partnership, Beyoncé joins the ranks of Kanye and Pusha-T, who also have deals with Adidas.