Hip Hop NEWS

Beyoncé Announces New Brand Partnership With Adidas

Kanye West, Pharrell, and now Beyoncé! Adidas kicked off Thursday (April 4) by announcing a new brand partnership with Queen B. The multi-layered deal will see the Houston native flexing her designer chops, as she will be a creative partner in developing new footwear and athleisure apparel for her own collection.

"This is the partnership of a lifetime for me," Beyoncé said in a press release. "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."

Bey's Ivy Park was originally announced with TopShop back in 2014, but didn't officially start until two years later. The brand will now be revilatalized with adidas' backing.

"As the creator sport 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 apparel giant's Eric Liedtke also stated in welcoming Knowles-Carter to the adidas family.

Are you ready for Beyoncé x adidas?

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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