Adidas has penned a deal with American singer, Beyonce and will relaunch her Ivy Park Brand.
By Thabiso M
Adidas has teamed up with American singer, Beyonce for signature Sneakers and apparel.
The partnership will extend to the relaunch of her label called Ivy Park brand, which she started in 2016 together with Britain’s Topshop.
According to reports the partnership aims to attract more female consumers.
“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 said.
Adidas said last month that the players it sponsors on the team that wins the FIFA Women’s World Cup this year will receive the same performance bonus payments as their male counterparts.
Another big artist working with Adidas is Kanye West.