Beyoncé signs with Adidas as a “Creative Partner”. The sporting goods manufacturer and she announced this on Thursday. The deal includes theDevelopment of new shoe models, clothing and the relaunch of her sports brand IVY PARK. Her first Ivy Park collection launched as a joint venture with Topshop in April 2016. The products ranged from $25 to $265.
“This is the partnership of a lifetime for me,” said the singer. “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 processes. I look forward to relaunching and growing Ivy Park on a truly global scale with a proven, dynamic brand.”
Although the two are collaborating on her relaunch, the pop singer retains full ownership of IVY PARK, making her the first Black woman to be the sole owner of a sports brand.
Beyoncé launched her activewear line Ivy Park in 2016, taking its name from her daughter Blue Ivy Carter's name and Parkwood Park in her hometown of Houston. Last fall, the singer took full control of Ivy Park following the sexual abuse scandal involving Sir Philip Green, the boss of Topshop clothing store chain.
Clothing brands and retailers like Adidas are looking to celebrities as partners and ambassadors to attract customers. Last year, Walmart partnered with Ellen DeGeneres to develop the exclusive EV1 clothing collection. Martha Stewart has a line of home goods designed exclusively for Macy's. AndSports brands like Nike, Under Armor and Adidas contract with athletes to wear their clothing.
Although it is unclear how involved the singer will be in day-to-day operations, she is more than just a music icon in Adidas' line of celebrity supporters. Knowles has her own music label and invests in women's health startups.
