After Kanye and adidas, Rihanna and Puma, and Kendrick Lamar and Reebok, pop icon Beyoncé has announced a collaboration with adidas. The sneaker wars have officially intensified.
Beyoncé and adidas will co-create new footwear and apparel that will span from performance to lifestyle-focused products. A purpose-driven program dedicated to empowering and enabling the next generation of athletes, creators and leaders is also in the works, but we’ll really have to wait for more details to fully understand the scope of that.
Additionally, Queen Bey will re-launch her athleisure brand, Ivy Park, with adidas. She retains full ownership of the company, continuing to be one of the first black women to be the sole owner of an athleisure brand. All hail, Queen Bey!
“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.”
Photograph: Getty Images
