Adidas and Beyoncé announce new partnership

Adidas announced a partnership with singer Beyoncé on Thursday. She will be a "creative partner" for the clothing brand and is expected to " will develop new ranges of footwear and textiles for both performance and lifestyle, and will relaunch Ivy Park with Adidas ».

https://www.instagram.com/p/Bv1g8zTASfJ/?utm_source=ig_web_copy_link

Co-founded with Philip Green, Beyoncé has acquired full ownership of the Ivy Park brand in November 2018.

“This is the partnership of my life,” Beyoncé said in a press release. “Adidas has had huge success in pushing the boundaries of creativity. We share a philosophy that puts creativity, growth and social responsibility at the forefront of business. I look forward to relaunching and expanding Ivy Park on a truly global scale with a dynamic and proven leader. ”

With the announcement of his new partnership, the “Crazy In Love” singer joins the ranks of Kanye and Pusha-T, who have also made deals with Adidas. Beyoncé's husband Jay-Z, meanwhile, became the artistic director of Puma's basketball section last June.