Both Adidas and Beyoncé have announced their new collaboration for ‘Ivy Park.’

 

As Billboard notes, The multi-layered deal will see the Houston native flexing her designer chops, as she will be a creative partner in developing new footwear and athleisure apparel for her own collection.”  In a press release, Beyoncé explains, “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.”

 

 

The press release also states, “Beyoncé and adidas are natural partners, both with a deep respect for and commitment to creativity, equity and creators. 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.  The partnership will result in the co-creation of exciting new products – from performance to lifestyle – and a unique purpose-driven program focused on empowering and enabling the next generation of athletes, creators and leaders. Meaningful and rich storytelling will be the foundation for both Beyoncé’s collection with adidas as well as the re-launch of her Ivy Park brand. This 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.”

 

 

Back in 2014, Beyoncé officially launched ‘Ivy Park,’ affiliated with TopShop.  According to reports, the clothing brand didn’t begin until two years later and now it has been picked up by Adidas.  Eric Liedtke, who is an Executive Board Member says, “As the creator sport 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.”  Beyoncé now joins the Adidas star-filled roster which already includes Kylie  and Kendall Jenner, Kanye West, Pharrell Williams and more.

 

 

In the meantime, to shop ‘Ivy Park’ click here.

 

 

Filed under: adidas, beyonce