Adidas step up..
A lready host to some of the industry top entertainers like Pharrell, Big Sean, Snoop Dogg, and Kanye among others, the global athletic brand has incorporated the addition of Beyonce & her IVY Park brand in an announcement of a brand new deal that has the Beehive written all over it. Beyonce is signed to the Adidas brand to not only jump start her existing IVY Park clothing brand but also according to the press release, she will be given her own line of apparel which is not limited to not just a collaboration deal.
Announced this morning, Twitter has been ablaze with everything Beyonce surrounding her relationship with the Adidas deal. While Beyoncé is not limited to a collab the goal is to further develop new and existing signature footwear and apparel under the Adidas logo. As well as relaunching her ‘athleisure’ brand, Ivy Park, being the sole owner of the brand after purchasing the brand back from TopShop owner as of last year.
“This is the partnership of a lifetime for me,” Beyoncé said in a statement. “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.”
IVY Park brand stresses the initial partnership that 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.