Beyonce and Adidas have signed what’s being described as a “multi-layered” deal. Beyoncé will join Adidas as a creative partner as part of a new collaboration. It will find the pop star relaunching her Ivy Park clothing line.
Just a day after it was revealed she has new music and a Netflix special in the works, Beyonce is making headlines once again today, in the sneaker sector.
Beyoncé will become a creative partner for the brand which will include the launch of signature sneakers 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.
The deal marks Beyoncé’s first step into the footwear market. She co-founded her own activewear brand in 2016, and the line is expected to be re-launched under the Adidas umbrella.
Last November, Beyoncé’s Parkwood Entertainment company cut ties with partner Philip Green in the wake of sexual harassment allegations. It resulted in the songstress taking full ownership of Ivy Park.