Adidas and Beyoncé today (April 4, 2019) announced plans for a strategic partnership. Beyoncé will be a creative partner for the brand, develop new signature footwear and apparel, as well as re-launch Ivy Park with Adidas.
Commenting on the news, the 37-year old entrepreneur and entertainer stated, “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 partnership will include both lifestyle and performance offerings. The press release notes Beyoncé will maintain ownership of the Ivy Park brand, noting, “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.”
The news puts the Carter household on competing athletic brand teams. While Beyoncé is partnered with Adidas, her husband, Jay-Z, is currently the president of Puma basketball.
As of now, there is no news on timing of offerings.
