Beyoncé And Adidas Joining Forces For 'Partnership Of A Lifetime'
"[Adidas and I] share a philosophy that puts creativity, growth and social responsibility at the forefront of business."
Beyoncé and adidas will join forces for a new creative partnership, according to an announcement released today (April 4). Through the exciting news, Queen Bey will help develop new signature footwear and apparel for the brand, and will also re-launch her athleisure line, Ivy Park.
“This is the partnership of a lifetime for me,” said Beyoncé 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.”
This was more than a natural pairing—both Knowles and adidas have a shared love of creativity, community, and equity. Through the multi-layered partnership, the superstar and the brand aim to "[inspire] and [empower] the next generation of creators, [drive] positive change in the world through sport, and [identify] new business opportunities. "
“As the creator sports brand, adidas challenges the status quo and pushes the limits of creativity through its open source approach," said Eric Liedtke, Executive Board Member - Global Brands, adidas . "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."