Star will develop new signature footwear and apparel, plus relaunch Ivy Park brand.
Pop superstar Beyoncé has revealed a new multi-layered partnership with adidas.
The star will be a creative partner for the brand and develop new signature footwear and apparel, as well as re-launching her Ivy Park brand with adidas.
“This is the partnership of a lifetime for me,” said Beyoncé 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.”
The star originally launched the Ivy Park brand with Arcadia Group’s Topshop back in October 2016. However, she purchased Arcadia Group’s 50% share last November.
Eric Liedtke, executive board member, global brands at adidas, added: “As the creator sport brand, adidas challenges the status quo and pushes the limits of creativity through its open source approach.
“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.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.