Beyoncé joins adidas to be a creative partner for the brand, develop new signature footwear and apparel, as well as re-launch Ivy Park with adidas. Beyoncé and adidas come together with a shared respect for and commitment to creativity, and the belief that through sport, they actually have the power to change lives. This unique partnership aligns both parties around a set of core principles including the importance of women in leadership, shared ownership, empowerment and collaboration.
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A post shared by adidasZA (@adidasza) on Apr 4, 2019 at 8:59am PDT
adidas and Beyoncé have announced a multi-layered partnership that will include inspiring and empowering the next generation of creators, driving positive change in the world through sport, and identifying new business opportunities.“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.” – Beyoncé
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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.“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,” said Eric Liedtke, Executive Board Member - Global Brands, adidas
