Beyoncé and adidas announces a powerful partnership

adidas and Beyoncé have announced a partnership that will bind the German brand and the singer on multiple fronts, to inspire a new generation of creatives and promote positive change through sport. The former singer of Destiny's Child and wife of Jay-Z takes on the role of Creative Partner and will have the task of relaunching the clothing and footwear collections.

"This is the partnership of a lifetime for me," said Beyoncé. "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".

The collaboration will be a way for the singer to relaunch Ivy Park, the activewear brand she founded in 2016. The partnership will respect Beyoncé's ownership of her company which continues her journey as one of the first black women to be the sole owner of an athleisure brand. This unique report aligns both parties around a set of fundamental and shared principles, carried out on several fronts, including the importance of women in leadership. Eric Liedtke, Executive Board Member - Global Brands, adidas 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".

The commitment will be to create new products, both for sport and for lifestyle, to build a new figure of athlete. A rich and meaningful narrative will be the basis for both the Beyoncé collection with adidas and for the re-launch of its Ivy Park brand.