Beyonce teams up with Adidas for a 'partnership of a lifetime'
Adidas is teaming up with Beyonce for what she's calling "the partnership of a lifetime." The 23-time Grammy winner, who has sold more than 118 million albums globally (as a solo artist and with Destiny's Child), signed a "creative partner" multi-layered deal with the athletic footwear and apparel company on Thursday. The partnership will include the release of a signature shoe, apparel collection and the relaunch of Queen Bey's Ivy Park athleisure brand.
"We share a philosophy that puts creativity, growth and social responsibility at the forefront of business," the musician said of Adidas in a press release. "I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader."
The sportswear powerhouse, which has partnered with Kanye West for his Yeezy clothing and sneaker collections, wants the wears to be authentic to Beyonce's brand.
"Adidas challenges the status quo and pushes the limits of creativity through its open source approach," said Eric Liedtke, an executive board member for global brands at Adidas. "Beyonce 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."
Beyonce launched Ivy Park -- the name is an ode to her daughter, Blue Ivy Carter, and Parkwood Park in her native Houston -- in 2016 with British retailer Topshop. The 37-year-old cut ties with the retailer after Sir Philip Green, owner of Topshop parent Arcadia Group, was alleged to have sexually harassed and bullied his staff. Beyoncé's Parkwood Entertainment acquired full ownership of Ivy Park in November 2018.
Last week, Beyonce and her husband, Jay-Z, accepted the Vanguard Award at the GLAAD Media Awards "for accelerating LGBTQ acceptance." Beyonce also voices Nala in Disney's "Lion King" remake which releases in July. Disney is ESPN's parent company.