Adidas seals partnership with superstar Beyoncé
The deal will focus on creating performance and lifestyle products, including signature footwear and clothing
By Emma Thomasson Berlin — Adidas has teamed up with singer Beyoncé and will relaunch her Ivy Park brand, as it aims to attract more female consumers after rival Puma’s deal with Rihanna helped boost sales. Adidas, which also has a partnership with Kanye West, said on Thursday it will work with Beyoncé on creating performance and lifestyle products, including signature footwear and clothing. The deal will also involve relaunching the Ivy Park brand Beyoncé started in 2016 together with Britain’s Topshop. The company did not give financial details. In November 2018, Ivy Park said Beyoncé had bought the fitness clothing brand from Topshop, just as its owner, British retail tycoon Philip Green, faced allegations of sexual harassment. Adidas, Nike and Puma have all been trying hard to appeal to women since the rise of Lululemon and the athleisure trend, which has also prompted fashion companies such as Gap and H&M to produce more fitness clothing. Women’s wear now accounts for about a q...
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