Beyonce and Adidas announce new sneaker partnership

Beyoncé and Adidas have announced a new partnership and it’s in the sneaker sector.

Her Ivy Park activewear brand, previously in business with Topshop, will relaunch under the Adidas brand. Adidas has described the deal as a “multi-layered” deal.

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Beyonce will be a “creative partner” for Adidas and is set to “develop new signature footwear and apparel.”

“This is the partnership of a lifetime for me. 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,” Beyoncé says of the partnership.

https://www.instagram.com/p/Bv1gYGmo03d/?utm_source=ig_embed

This deal marks Beyoncé’s first step into the footwear market, and with this new partnership, Beyoncé joins the ranks of Kanye and Pusha-T, who also have deals with Adidas.

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