Beyoncé Partners With Adidas To Design Signature Brand
Beyoncé is officially Team Adidas.
On Thursday, Queen Bey joined the short list of esteemed entertainers — Pharrell and Kanye West — to partner with the sports brand as she announced their multi-layered deal, which includes signature shoes and apparel as well as the relaunch of her three-year-old Ivy Park brand.
"This is the partnership of a lifetime for me," Bey said in a press release announcing the partnership. "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."
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The 37-year-old singer will be a creative partner at Adidas, putting her in the designer seat.
Adidas promised a "partnership [that] 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. [… ] Neither ascribes to the typical stereotypes of athletes and what athleisure clothing and footwear should be, and instead, will bring to life a shared vision of inclusion that will forever alter the opportunities and landscape for all."
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Article: Lauren Crawford