Adidas is teaming with one of the world’s biggest superstars to market its sneakers and sweatshirts: Beyonce.
Adidas said Thursday the singer will be a “creative partner” for the brand and that she’ll help co-create new products, including performance gear, shoes and lifestyle apparel.
Beyonce launched her own activewear line — Ivy Park — in 2016, in a collaboration with fashion retailer Topshop. Beyonce later cut ties with Topshop following allegations of sexual misconduct, bullying and racial harassment by billionaire Sir Philip Green, owner of Topshop parent Arcadia Group.
Now, she plans to relaunch Ivy Park with Adidas, remaining the owner of the brand.
“Adidas has had tremendous success in pushing creative boundaries,” Beyonce said in a statement. “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 has already found success in working with rapper Kanye West on his Yeezy line. The retailer has said it plans to invest more in Yeezy, launching more products under that label. Some of Adidas’ other sneaker styles, like Stan Smith, are seen as falling out of fashion.
Other retailers, including some of Adidas’ rivals, are also tapping celebrities to push their products to more consumers. Sneaker maker Puma has an exclusive line with singer and actress Selena Gomez, as one example.
This article was first published by CNBC
https://www.cnbc.com/2019/04/04/adidas-is-teaming-up-with-beyonce-on-sneakers-relaunch-of-ivy-park.html and is republished with its permission.