Music superstar Beyoncé has a new home for her trendy sportswear brand. Her stylish athletic and athleisure fashion label Ivy Park is getting a new makeover through an iconic, “multi-layered” partnership with Adidas. The new Ivy Park Adidas partnership will result in a label re-launch intended to inspire and empower the “next generation of creators, driving positive change in the world through sport,” the brands said in a joint statement.
“This is the partnership of a lifetime for me,” Beyoncé said in a press statement. “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.”
“This unique relationship aligns both parties around a set of core principles including the importance of women in leadership, shared ownership, empowerment and collaboration,” the Ivy Park brand added on its website.
The Ivy Park Adidas team-up is set to include tons of new products, in the performance and lifestyle spaces. With Beyoncé as the creative partner in her brand’s venture, the label will be developing new fitness apparel and trending footwear designs.
“As the creator sports brand, Adidas challenges the status quo and pushes the limits of creativity through its open source approach,” said Eric Liedtke, Executive Board Member of Global Brands, Adidas. “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.”— Richard Editorial Staff