Beyonce is relaunching her athleisure brand, Ivy Park, in a new partnership with Addias.
The music superstar and entrepreneur announced the partnership Thursday morning on her official website. According to the announcement, the re-launch will include athleisure and signature sneakers -- the latter being the first for the brand.
“This is the partnership of a lifetime for me," Beyonce said in a news release. "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 2018, Beyonce became one of the first African-American women to be the sole owner of an athleisure brand when she bought out shares from Topshop owner Sir Philip Green, whose Arcadia Group had a 50-50partnership in the brand. The buyout came as Green was accused of racial abuse and sexual harassment, claims he has denied.
Ivy Park launched in 2016 with bodysuits, jackets, T-shirts, hats, sliders and other apparel. It was initially available only at Topshop stores and a small number of other retailers. The new partnership also promises “a unique purpose-driven program focused on empowering and enabling the next generation of athletes, creators and leaders.”
“As the creator sport brand, Adidas challenges the status quo and pushes the limits of creativity through its open source approach,” Eric Liedtke, Adidas executive board member of global brands, said in the release. “Beyonce 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.”
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