Beyoncé and adidas announce creative partnership

She is one of the first Black women to be the sole owner of an athleisure brand.

Photo: Courtesy of the label
The Carters
Photo: Courtesy of the label

Beyoncé and adidas just announced her partnership with Adidas. According to multiple reports, the world-renowned singer and businesswoman will relaunch IVY PARK. She will also design, or create, apparel and footwear.

I’ve been saying this for a while now, so it was from my mouth to God’s ears. As much as I love Beyoncé, I thought the IVY PARK logo—when stacked—did not match her brand, echelon, or status. A few proper tweaks would make it significant and dynamic. Let’s see if the logo changes at all.

Photo: Courtesy of Adidas

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

In November of 2018, Beyoncé purchased IVY PARK co-ownership from Topshop billionaire, Phillip Green, after news of sexual harassment and racial abuse allegations came out against him. We’re looking forward to seeing the new collections.

Written by Richardine Bartee

Her unprejudiced love for people, the arts, and business have taken her this far. Join Richardine on her journey as she writes history into existence, one article at a time. Richardine is a member of the Recording Academy/GRAMMYs, and a GRAMMY U Mentor. She is the North American Press Agent and US Business Manager for Oxlade; Follow her on Instagram and Twitter.

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