BEYONCE‘ the world’s biggest superstar and Adidas, the world’s top athletic wear company announced the formation of a joint partnership on Thursday, that would have Beyonce’ design and develop a new lifestyle and athletic products, including footwear for Adidas. The deal will also see the re-launch of her Ivy Park label. As “creative partner,” this partnership makes Beyonce’ the first Black woman to be partnered with a major athletic/footwear leisure brand, on this level. This is truly a match made in heaven. As long as the line is attainable and affordable it will be a huge success. Also, worthy of note is that Beyonce’s husband Jay Z has been named Creative Director of PUMA, beginning in June.
CREATIVE PARTNERSHIP
In a press release, Adidas revealed: “Beyonce’ will develop new athletic and lifestyle products including new footwear and apparel for Adidas. The pop star will also front a new purpose driven program focused on empowering and enabling the next generation of athletes, creators, and leaders.” In a statement, Beyonce’ said: “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.” Commenting on this multi-layered partnership, Eric Liedtke, Executive Board member of Adidas AG who is in charge of the company’s global brands, told the New York Times: “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.”
IVY PARK
Beyonce’ co-founded Ivy Park with London’s Top Shop owner Philip Green and the company was launched in 2016. Last year, Beyonce’s company Parkwood Entertainment, acquired full control of the brand, after Philip Green was accused of sexual and racial harassment. Though Ivy Park will be re-launched through Adidas, the athletic company is not purchasing the brand. This was made clear with the press release stating; “This partnership respects Beyonce’s ownership of her company.”
PREVIOUSLY NOTED
It can be recalled that Beyonce’ forged a partnership with French fashion House of Balmain and their fearless leader, young fashion designer Olivier Rousteing with a limited line of four pieces inspired by the clothing Olivier created for Beyonce’s Coachella appearance in 2018. The pieces – two athletic hoodies and matching Ts were worn by Beyonce and her whole cast of dancers and band-members during her two night Coachella appearances. All of the proceeds from the sale of this collaboration went to Historic Black Colleges in the US.
FOOTNOTE
Interestingly enough….this comes on the heels of singer Rihanna, who shot to more fashion fame in 2014 when she became a creative director and global ambassador at PUMA. This was at a time when it was quite unique for entertainers to lend their name at that high level, to companies best known for athletic apparel. Rihanna parted ways with PUMA and is now said to be working on her own luxury brand with the Paris conglomerate and fashion leaders, LVMH Moet Hennessey Louis Vuitton – owners of top French fashion houses like: Christian Dior, Givenchy, Kenzo, Emilio Pucci, Fendi, Louis Vuitton, Marc Jacobs, Celine and Loewe among them.
