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Beyoncé relaunches Ivy Park in partnership with Adidas

Alice Ierace
05 April 2019

Beyoncé has announced the relaunch of her activewear line Ivy Park in a wide-ranging partnership with global sports giant Adidas, having terminated her business relationship with Arcadia boss Sir Philip Green.

The singer/songwriter said that the tie-up with Adidas was "the partnership of a lifetime for me." Her brand had originally been launched in partnership with Sir Philip in 2016. However it was announced that they had parted company in November of last year.

Of the new partnership Beyoncé said: "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.”

The partnership will result in the co-creation of new products and a unique purpose-driven program focused on empowering and enabling the next generation of athletes, creators and leaders. Meaningful and rich storytelling will be the foundation for both Beyoncé’s collection with Adidas as well as the re-launch of her Ivy Park brand.

This partnership respects Beyoncé’s ownership of her company which continues her journey as one of the first black women to the sole owner of an athleisure brand.

Eric Liedtke, Executive Board Member of Global Brands at Adidas, commented: “As the creator sports brand, Adidas challenges the status quo and pushes the limits of creativity through its open source approach. 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.”

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