Today (Apr. 4), it was announced that Beyonce and Adidas have partnered together.
‘Yonce will help develop new signature footwear and apparel for Adidas, and she will re-launch and expand her athletic 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.”
The partnership between Bey and Adidas aims to empower and inspire future creatives.
“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 for 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.”
Glennisha Morgan is a Detroit-bred multimedia journalist and writer. She writes about intersectionality, hip-hop, pop culture, queer issues, race, feminism, and her truth. Follow her on Twitter @GlennishaMorgan