In an era of exciting collaborations between brands and stars, Beyoncé has been missing from the lineup. But on Thursday, the pop star and Adidas announced a “multi-layered partnership”, which will feature a relaunch of her Ivy Park clothing line and original product releases from the brand. Soon, you’ll be able to wear footwear created under the direction of Beyoncé herself.
As part of the deal, Knowles will become a creative partner for the company, developing new footwear and clothes for Adidas. Knowles called the opportunity a “partnership of a lifetime” in a release. Her new collection of products will be based on the singer’s “meaningful and rich storytelling.”
The pop star and entrepreneur will retain ownership of Ivy Park, which was introduced in 2016 in partnership with Topshop and sells comfort wear and athleisure at retailers including Nordstrom.
“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,” said Eric Liedtke, a member of the executive board of Adidas AG.
We can’t wait to see what a pair of Bey kicks would look like.
