In what may be a surprise to many (me, anyway), Beyoncé Knowles and Adidas have announced a massive new partnership, which will see King Bey creating new footwear and apparel with the brand. This will also kickstart the relaunch of Ivy Park, which Bey regained full ownership rights to following her breakup with embattled billionaire Phillip Green and Topshop last year.
Said Beyoncé in a statement:
“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.”
Adidas added that the “partnership… respects Beyoncé’s ownership of her company, which continues her journey as one of the first black women to be the sole owner of an athleisure brand… Neither ascribes to the typical stereotypes of athletes and what athleisure clothing and footwear should be, and instead, will bring to life a shared vision of inclusion that will forever alter the opportunities and landscape for all.”
Big things to come, no doubt. Move over, Kanye.
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