Beyonce and Adidas announce new partnership
German sports brand Adidas and American pop star Beyonce have teamed up to launch a clothing and shoe line.
The new collection will include items ranging from lifestyle to sports with a signature collection of Adidas and will focus on empowering and enabling the next generation of athletes, creators, and leaders. Knowles will also be creative partner at Adidas and will develop new products, including performance and lifestyle offerings.
‘This is the partnership of a lifetime for me,’ the 37-year-old singer said in a statement. ‘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.’
‘As the creator sports brand, Adidas challenges the status quo and pushes the limits of creativity through its open source approach. 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,’ Eric Liedtke, Adidas’ executive board member of global brands, said in a statement.
In addition, the collaboration will also see an expansion of the singer’s active-wear brand, Ivy Park of which she acquired full ownership after Sir Philip Green, Topshop’s owner, was accused of racial abuse and sexual harassment.
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