RadioOnFire.com – Adidas has signed Beyoncé as its new creative partner, the brand announced on Thursday. As part of the deal, the 37-year-old pop star will be developing all-new line of products for the athletic giant ranging from performance to lifestyle, which will include shoes and clothing. Adidas also plans to relaunch the musician’s own brand, Ivy Park, which initially launched with Topshop in 2016. Beyoncé will retain full ownership of the label, as well as debut a program aimed at empowering the next generation of athletes and creatives “driving positive change in the world through sport.” “This is the partnership of a lifetime for me,” the Grammy winner said in a press release announcing the partnership. “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.”