adidas and Beyoncé have announced collaboration

adidas and Beyoncé have announced a partnership through which they want to inspire and empower the new generation of creators, bringing positive change to the world through sport and identifying new business opportunities.

“This is the collaboration of my life,” says Beyoncé. “adidas has been incredibly successful in driving creative initiatives. We share a corporate philosophy that celebrates creativity, growth and social responsibility. I look forward to re-launching and expanding Ivy Park to global heights alongside a benchmark”.

Beyoncé and adidas are natural partners. They are remarkably committed to creativity, equality and creators. They do not respond to the typical stereotypes of what sports fashion and footwear should be in a conventional way. Together they will bring a new shared vision of integration that will forever alter the scenario of opportunities for all.

This collaboration will surprise us with the creation of new and exciting products – from performance to lifestyle – and a programme aimed at boosting the next generation of athletes, creators and leaders. The foundation of Beyoncé’s adidas collection and relaunch of its brand, Ivy Park, will rest on a message with personality. This partnership respects Beyoncé’s ownership of her company, continuing her journey as the first black woman to own an athleisure brand on her own.

“As the sports brand of the creators, adidas challenges and pushes the limits of creativity. Beyoncé is not only a symbol as a creator, but also a reference as a business leader. Together we have the opportunity to inspire change and drive the next generation of creators,” says Eric Liedtke, a member of the adidas steering committee.