Adidas to collaborate with Beyoncé on Ivy Park relaunch
Beyoncé will now be one of the brand's “creative partners” for its clothing business
Beyoncé will now be one of the brand's “creative partners” for its clothing business.
Both parties have pledged to pursue a shared vision for their respective lines by bringing on board a new generation of designers to open up new markets. In this way, the partnership will centre on the co-creation of new products as well as renewed efforts to enable a new generation of athletes.
In a statement, Beyoncé said: “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.”
Eric Liedtke, executive board member, global brands, for Adidas added: “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.”
The brand was originally co-founded with Topshop boss Philip Green. However, after sexual and racial harassment allegations were made towards him last year, Beyoncé’s Parkwood Entertainment acquired full ownership of Ivy Park.