Beyoncé just signed the opportunity of a lifetime by her own words by joining hands with the sportswear leader that is Adidas.
The american singer will now take on the role of an adidas creative, in essence she will develop along with adidas sets of exclusive clothes and shoes and will relaunch her Ivy Park brand under the Adidas flag. Move which is pretty close to what happened to Kanye West with his Yeezy line some years ago.
In a press release 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.”. Back in November, Beyoncé’s Parkwood Enterainment parted ways with its commercial partner Philip Green after sexual harassment allegations against him were made public leaving Beyoncé alone in charge of the Ivy Park. Thanks to this partnership, Beyoncé’s label could very well transcend the state of gentrified merch and become a fullfledged lifestyle label.
For the moment, no other news about the partnership has been unveiled but we will keep you updated as soon as new information comes out.
In unrelated news, Val Kristopher creates a collection for Antonia Shop.