Beyoncé inks a new sneaker deal with Adidas
On Thursday (April 4) Beyoncé announced a new deal with Adidas, referring to the endeavor as “the partnership of a lifetime.”
According to a press release, the Grammy Award-winning singer will serve as a “creative partner” for the clothing brand and will be working to “develop new signature footwear and apparel.” Additionally, Beyoncé’s Ivy Park athleisure clothing line will relaunch with the global apparel brand as part of the multifaceted deal.
As previously reported, Beyoncé’s Parkwood Entertainment acquired full ownership of the Ivy Park line in November 2018. The line, which was co-founded with Topshop owner Philip Green, underwent a series of changes after sexual and racial harassment allegations were made towards Green in October 2018.
“This is the partnership of a lifetime for me,” Beyoncé said in a press release on Thursday. “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.”
Elsewhere in the press release announcing the new partnership, the two entities share that they are coming together “with a shared respect for and commitment to creativity, and the belief that through sport, we have the power to change lives.” Additionally, the relationship between the two will also highlight “a set of core principles including the importance of women in leadership, shared ownership, empowerment and collaboration.”
Adidas also emphasized how they “respect Beyoncé’s ownership of her company,” and that Ivy Park relaunching will not change that fact.
“As the creator sport brand, adidas challenges the status quo and pushes the limits of creativity through its open source approach,” Executive Board Member of Global Brands Adidas, Eric Liedtke, shared in a statement. “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.”
With the announcement of her new partnership being made on April 4, the subtle but significant detail of the date landing on the fourth of the month was one that did not go unnoticed by the Beyhive. The number holds a personal significance for Beyoncé and her husband JAY-Z, and has been signified in a plethora of ways, including appearing in the title of Hov’s latest album, 4:44.
Recently, the power couple accepted this year’s Vanguard Award at the 2019 GLAAD Media Awards.