Adidas has decided to team up with one of the world’s biggest superstars Beyoncé for marketing its sweatshirts and sneakers.
The singer will become the brand’s creative partner. She will lend a hand in co-creating new products like shoes, lifestyle apparel and performance gear. In 2016, the superstar launched Ivy Park, her own active wear. She collaborated with fashion retailer Topshop for Ivy Park.
However, after allegations of bullying, racial harassment and sexual misconduct by Sir Philip Green, who is the owner of Topshop parent company Arcadia Group.
Beyoncé has now planned to relaunch Ivy Park in collaboration with Adidas. She made a statement saying,
We share a philosophy that puts creativity, growth and social responsibility at the forefront of business.
Adidas is known for pushing its creative boundaries. Beyoncé is excited about the re-launch and expansion of Ivy Park on a global scale with a dynamic and proven leader.
The retailer has also worked with rapper Kanye West for his Yeezy line. It has plans of making more investment in Yeezy as its Stan Smith sneaker styles are falling out of fashion.
The rival retailers are also planning to tap celebrities for expanding their markets and pushing their products to more and more customers. Puma, the sneaker maker, has an exclusive line with actress and singer Selena Gomez.
Beyonce and Adidas fans couldn’t be happier. They are waiting excitedly for the products to be out soon. Don’t forget to share and spread the news around.