Adidas just nabbed one of the world’s most coveted celebrities.
The athletic brand is teaming up with none other than Beyoncé Knowles-Carter to relaunch her own activewear brand, Ivy Park, in partnership with Adidas Originals. Additionally, Beyoncé will serve as a creative partner for the brand and work with Adidas to create new athletic clothing and shoe designs for the brand.
“This is the partnership of a lifetime for me,” Beyoncé said in a rare public 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 relaunching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”
The partnership will be centered around the idea that “through sport, we have the power to change lives,” according to a statement. There will also be a focus on a set of “core principles,” including encouraging women in leadership as well as “shared ownership, empowerment and collaboration,” the company said.
Products that are part of the collaboration will include performance-enhancing athletic wear and more everyday lifestyle items. Storytelling will also be a major element of the partnership, according to the statement.
“As the creator sports brand, 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.”
Ivy Park launched in 2016 in partnership with British behemoth retailer Topshop and Philip Green, the chairman of Arcadia Group, which owns Topshop along with a slew of other British chain apparel stores such as Topman, Miss Selfridge and Dorothy Perkins.
Last November, that partnership came to an end after the Beyoncé-owned Parkwood Entertainment bought Green out of his shares in Ivy Park following the news that he was being investigated for sexual and racial harassment, according to Variety. Prior to this move, Green had owned a 50 percent stake in Ivy Park.
A partnership with Adidas will certainly give Ivy Park, as well as the other Beyoncé-labeled items she’ll design for Adidas, a bigger platform. The brand is the second largest manufacturer of sportswear in the world after Nike. And Beyoncé, one of the world’s best-known entertainers, famously takes on very few endorsements. Brands she’s worked with in in the past include L’Oreal and Pepsi, though she hasn’t done much with either over the past few years. By teaming up with Beyoncé, Adidas is one of—if not the only—brands that can use her likeness in its advertising. It’s a major get for the company.