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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.”

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