Adidas Announces A New Partnership With Beyoncé
Adidas announced on Thursday that they’ve forged a wide-ranging deal with Beyoncé for footwear, clothing, and an Ivy Park relaunch.
“Neither ascribes to the typical stereotypes of athletes and what athleisure clothing and footwear should be, and instead, will bring to life a shared vision of inclusion that will forever alter the opportunities and landscape for all,” The sportswear giant said in a statement.
“Adidas has had tremendous success in pushing creative boundaries,” Beyoncé said regarding their new partnership. The star will retain ownership of her company, according to Adidas, noting she would continue “her journey as one of the first black women to be the sole owner of an athleisure brand.”
Eric Liedtke, an executive board member who is in charge of the company’s global brands, continued on saying, “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.”
Adidas apparel has reportedly been gaining steam, catching up with its footwear activity at the end of last year, after three years straight of shoes leading the business–so an Ivy Park relaunch will definitely fall in line with the fashion-forward direction of the company.
The German retailer was caught off guard by the shift, and according to WWD, failed to meet a strong increase in demand for mid-priced apparel due to supply-chain shortages, which is likely to negatively impact the company’s performance this year. Beyoncé to the rescue.
Are you here for an Ivy Park relaunch with Adidas?!