Beyoncé is relaunching Ivy Park in partnership with Adidas

Adidas and Beyonce have announced a new partnership that will see the singer appointed as a ‘creative partner’ for the sportswear brand.

Beyoncé is set to work with Adidas to co-create new products across categories “from performance to lifestyle“ in addition to relaunching her own Ivy Park brand in partnership with the sports retailer.

Ivy Park was co-founded with Topshop owner Philip Green, however after sexual and racial harassment allegations were made against Green in October 2018, Beyoncé’s Parkwood Entertainment acquired full ownership of the brand in November 2018.

”This partnership respects Beyoncé’s ownership of her company which continues her journey as one of the first black women to be the sole owner of an athleisure brand,” said Adidas in a statement.

“This is the partnership of a lifetime for me," said Beyoncé. "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 Destiny's Child singer will also work with Adidas on “a unique purpose-driven program focused on empowering and enabling the next generation of athletes, creators and leaders.“

Beyoncé follows in the footsteps of celebrities Kanye and Pusha-T, who also have commercial deals with the brand. The company also has partnerships with musician Pharrell Williams and supermodel Karlie Kloss.

The past year has seen adidas grapple with falling sales as fashion tastes have moved away from retro 70s styles like Stan Smiths and Gazelles, to more modern silhouettes. By inking a deal with Beyoncé the company no doubt intends to claw back market share in the fashion shoe arena.

“adidas challenges the status quo and pushes the limits of creativity through its open source approach,” said Eric Liedtke, Executive Board Member for Global Brands at Adidas. “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.”