Beyonce and Adidas Partner to Relaunch Ivy Park
Ivy Park is getting new stripes – three, to be exact. Beyonce‘s line of sportswear is relaunching with a partnership with sports giant, Adidas. Not only will Ivy Park be developing new fitness clothing designs, Adidas will help in creating its own signature shoe. This will make Queen Bey, as Adidas announced, “one of the first Black women to be the sole owner of an athleisure brand.” The line’s Instagram page deleted all of its posts, and replaced them with one video of their and Adidas’ logos flashing as their announcement.
According to Bloomberg News luxury reporter, Kim Bhasin, Beyonce released this statement on Ivy Park’s new moves:
“This is the partnership of a lifetime for me. 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.”
Ivy Park’s Adidas partnership is a slam dunk after cutting all ties from their former top retailer, Topshop, last year. This was prompted by the company’s tycoon, Sir Phillip Green, being accused of racial discrimination and sexual harassment by five female employees. Beyonce’s company, Parkwood Entertainment, bought back Topshop’s stakes in Ivy Park, granting her 100% ownership.
Adidas Global Brands Executive Board Member, Eric Liedtke, said this of the partnership:
“As the creator sports brand, adidas challenges the status quo and pushes the limits of creativity through its open source approach. 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”
Are you excited for the relaunch of Ivy Park? Let us know in the comments.
Written by Miata Shanay