Adidas announces partnership with singer Beyoncé for Ivy Park and more

By

Sandra Halliday

Published
Apr 4, 2019

Beyoncé may have cut her Ivy Park links with Topshop owner Philip Green but she’s certainly not given up the brand. Quite the reverse, and on Thursday it emerged that she’s linking up with an even bigger name for the athleisure line - Adidas.

And it doesn’t stop there with the two partners also launching a signature Beyoncé footwear and apparel line as well as relaunching the Ivy Park label in a deal that looks set to be big with a capital B.nNot that we know quite how big as the company hasn’t disclosed any financial details.

Adidas is no stranger to partnerships with non-sports celebrities (it also has one with Kanye West) and the company said it will work with Beyoncé on both performance and lifestyle products, but also stressed that she remains the owner of Ivy Park. “This partnership respects Beyoncé’s ownership of her company,” Adidas said.

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As well as Beyoncé helping to develop new products for Adidas, she will be the face of a new “purpose-driven program focused on empowering and enabling the next generation of athletes, creators and leaders.”

“I look forward to relaunching and expanding Ivy Park on a truly global scale with a proven, dynamic leader,” she said, underlining the major international dimension Adidas’s involvement can add to her brand.

Adidas global brands board member Eric Liedtke said: "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."

As well as continuing the trend of entertainment superstars expanding their personal ‘brands’ into the wider product arena, the new deal also plays neatly into the Adidas strategy of focusing more on the growing women’s sports-linked product sector.