American music star Beyonce and German sportswear giant Adidas are joining forces to relaunch the singer’s popular Ivy Park line.
Today it was revealed that Beyonce will be a creative partner for the brand and launch of brand new signature footwear and clothing as well as new items from the rebooted label.
Speaking about the new venture Beyonce said: “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.”
Commenting on the collaboration Eric Liedtke, Executive Board Member for Global Brands at adidas said, “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 new partnership follows Adidas’ successful partnership with another global music star – Kanye
West’s Yeezy line of clothing and sell-out trainers has gone from strength to strength since the rapper first inked a deal with the brand back in 2015.
Beyonce first debuted her Ivy Park apparel line in 2016 in partnership with now disgraced Topshop boss Philip
The original line featured a mix of technical sportswear and fashion led apparel items aimed at women of all ages and body types with the mission statement of empowering women through sport.
In 2018 Beyonce announced she was officially ending the partnership with Green following misconduct allegations .
The Telegraph previously reported that five of Green’s employees signed NDAs to keep their complaints quiet, with one being paid more than £1 million.
Green denied his behaviour was criminal or amounted to gross misconduct.