Adidas and Beyoncé agree ‘partnership of a lifetime’
08/04/2019
Announcing this new relationship at the start of April, adidas has said it will work with the US singer to co-create new products in the performance and lifestyle apparel and footwear categories.
In addition, it will support the relaunch of Beyoncé’s Ivy Park activewear brand, which was initially a collaboration with London-based retailer Topshop. She acquired full ownership of the label in 2018 through her management company.
“This is the partnership of a lifetime for me,” Beyoncé said of the relationship. “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.”
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