Beyonce and Adidas made headlines this week when they announced they are partnering on an apparel collection and the re-launch of Beyonce’s Ivy Park athleisure line.
It could be one of the biggest clothing collaborations to date. On the one hand, we have Adidas, an athletic apparel company that can do no wrong by its millennial and Gen Z consumers. The company’s collaborations alone make it a force to be reckoned with in the apparel world. Just last month, Adidas partnered with Kylie Jenner and HBO for collections that already made major splashes in the media.
And then a partnership with Beyonce? The superstar has already proved she’s the queen (Bey) of promotional products. In fact, we’re still dreaming about her amazing holiday collection. It’s safe to say this dynamic duo will be unstoppable.
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Beyonce provided some details on the reasoning behind the joint venture.
“This is the partnership of a lifetime for me,” the singer said in a statement. “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.”
Beyonce initially launched her Ivy Park line with Topshop two years ago. But after allegations of sexual harassment and racial abuse were raised against Topshop owner Phillip Green, she terminated their partnership.
In the Adidas deal, Beyonce will remain the owner of her brand, which makes her one of the first black women to be a sole owner of an athleisure clothing company.
We’ll be keeping a close eye on the new product announcements, but we’re pretty positive this will be legendary.
