Beyoncé reveals new adidas partnership

Star will develop new signature footwear and apparel, plus relaunch Ivy Park brand.

Pop superstar Beyoncé has revealed a new multi-layered partnership with adidas.

The star will be a creative partner for the brand and develop new signature footwear and apparel, as well as re-launching her Ivy Park brand with adidas.

“This is the partnership of a lifetime for me,” said Beyoncé 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.

“I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”

The star originally launched the Ivy Park brand with Arcadia Group’s Topshop back in October 2016. However, she purchased Arcadia Group’s 50% share last November.

Eric Liedtke, executive board member, global brands at adidas, added: “As the creator sport 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.”

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.

MORE NEWS
HK50500x500
 
Sanrio is to host a range of programmes across the year in the US for fans of Hello Kitty, marking the character's 50th anniversary....
PaniniLivGolf500x500
 
Professional men's golf tour, LIV Golf has secured a multi-year partnership with Panini, which sees the company become the exclusive trading card partner for the league....
GibsonGarage500x500
 
Pitched as the 'ultimate' guitar experience and located near London's Oxford Street, it marks the first ever Gibson Garage Experience store overseas....
FendiChupaChups500x500
 
Designer brand Fendi unveiled a unique charm created in collaboration with Perfetti Van Melle and its Chupa Chups brand at Milan Fashion Week....
MDLat10500x500
 
Italian licensing agency Maurizio Distefano Licensing is marking the 10th anniversary of its foundation in 2024, and has further growth and innovation in its plans....
BLLAS24new500x500
 
There are now just two weeks left to get your entries and nominations in for the Brand & Lifestyle Licensing Awards 2024 - with the entry portal due to close on Friday 8 March....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.