We can see the future of fashion and it’s overrun by activewear and sneakers, because Beyoncé just announced that she is partnering with Adidas for an exclusive line. That’s not all, along with the news of the partnership, the famous singer also mentioned the re-launch of the Ivy Park brand, an activewear clothing line that she co-founded with London-based retailer, Topshop.
A teaser of the collaboration was made by Beyoncé through Instagram, when she posted a photo of herself wearing a red body suit with the Adidas logo, in a room full of Adidas sneakers. Clearly the singer is a fan of the famous activewear brand.
Beyoncé mentioned on her post that she feels the venture is the partnership of a lifetime for her, saying that she and the brand share the same business philosophy that puts social responsibility, creativity, and growth first and foremost. The former Destiny’s Child member also pointed out about Adidas’ success when to comes to going beyond creative boundaries.
With the new partnership, Beyoncé is set to make some sportswear designs, incorporating both for performance and lifestyle styles, as she is the brand’s new creative partner. Furthermore, through the German-based sportswear company, the singer will re-launch her Ivy Park activewear brand. If you remember, Ivy Park was first launched with Beyoncé collaborating with Topshop, but she bought the brand for herself in 2018.
Beyoncé’s buyout of Ivy Park has made her set a new record of being the first black woman to solely own an activewear clothing line. The singer is not the only one excited about the joint venture, executive board member of Adidas Eric Liedtke pointed out how Beyoncé has always been an iconic creator (especially with her music), but he also mentions how her business leadership has already been proven strong in the past. It was revealed that the biggest goal of the collaboration is empowering the future generation of creators.
