WENN.com
Beyonce and adidas are ready to take athleisure to the next level. On Thursday, April 4, the three-stripe brand announced that it had partnered with the music superstar to create a signature sneaker and relaunch her brand Ivy Park.
“This is the partnership of a lifetime for me,” Beyoncé said in a statement, via Business Insider. “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.”
Beyonce becomes the latest entertainer to join the adidas family, which is also home to rapper Kanye West and his Yeezy brand.
Along with new clothing and sneakers, Beyonce and adidas announced they will be working to develop a “unique purpose-driven program focused on empowering and enabling the next generation of athletes, creators, and leaders.”
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“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,” Eric Liedtke, Adidas’ executive board member of global brands, said in a statement.
Beyonce initially launched Ivy Park two years ago with British billionaire Phillip Green. However, in November 2018, Beyonce bought out Green after allegations of sexual harassment and racial abuse surfaced. Beyonce is now the full owner of her own athleisure brand.
