Beyoncé is signing on as a “creative partner” with Adidas, she and the company announced Thursday, with plans to relaunch her three-year-old Ivy Park brand there as well as to work on coming up with new signature shoes and apparel for the company.
“This is the partnership of a lifetime for me,” the music superstar 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. I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”
Adidas, for its part, heralded 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. ”
Last week, Beyoncé and her husband, Jay-Z, accepted the Vanguard Award at the GLAAD Media Awards. She voices Nala in the upcoming Disney “Lion King” remake. According to a report in Us Weekly, she has been at work on new music for a deluxe edition and on a Netflix special that will focus on her 2018 Coachella appearance. Source: Variety
