Adidas is teaming up with one of many largest superstars on this planet to assist market its sneakers and sweatshirts: Beyonce.
Adidas mentioned on Thursday it will likely be partnering with singer Beyonce, who will now function a “artistic companion” for the model. The corporate mentioned Beyonce will assist co-create new merchandise, together with efficiency gear, sneakers and way of life attire, for Adidas.
Notably, Beyonce in 2016 launched her personal activewear line, in a collaboration with trend retailer Topshop, known as Ivy Park. Beyonce later minimize ties with Topshop, following allegations that surfaced of sexual misconduct, bullying, and racial harassment by Arcadia Group proprietor and billionaire Sir Philip Inexperienced. Arcadia is the guardian firm of Topshop.
Now, she plans to relaunch Ivy Park with Adidas.
“Adidas has had super success in pushing artistic boundaries,” Beyonce mentioned in a press release. “We share a philosophy that places creativity, development and social accountability on the forefront of enterprise. I stay up for re-launching and increasing Ivy Park on a really world scale with a confirmed, dynamic chief.”