Beyoncé is looking to ‘upgrade’ her Ivy Park brand. The multitalented entertainer/businesswoman has announced her new ‘iconic’ partnership with adidas.
According to Bey’s website, she will serve as a creative partner for the brand, where she will help develop new signature footwear and apparel collections. She will also relaunch Ivy Park with adidas.
“This is the partnership of a lifetime for me,” Beyoncé said in a press 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.”
Eric Liedtke, executive board member of 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.”
Beyoncé originally launched Ivy Park in 2016 through a 50-50 partnership with Topshop owner Sir Philip Green. In November 2018, she cut ties with Topshop and gained complete ownership after Green was faced with allegations of sexual and racial harassment from his employees.
“After discussions of almost a year, [Beyoncé’s] Parkwood has acquired 100 percent of the Ivy Park brand,” Ivy Park said in a statement.
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