Friday, March 29, 2024

Beyonce Teams with Adidas for Signature Sneaker Deal + Netflix Special in the Works

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Beyonce Knowles performs onstage during 2018 Coachella Valley Music And Arts Festival Weekend 1 at the Empire Polo Field on April 14, 2018 in Indio, California.
(Source: Larry Busacca/Getty Images North America)

*Adidas has teamed up with Beyonce to relaunch her Ivy Park brand, and the news comes a day after it was revealed she has new music and a Netflix special in the works, Complex reports.

The sportswear giant has signed Bey to what’s being described as a “multi-layered” deal, in which the music icon will serve as a creative partner for the brand which will include the launch of signature sneakers and apparel.

The deal aims to attract more female consumers after the company’s rival Puma saw an impressive boost in sales via its deal with Rihanna, which named the Bajan beauty as its women’s creative director in 2014.

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“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.

CNBC’s Jess Golden wrote on Twitter: “Just In: Adidas and Beyoncé have announced a multi-layered partnership today. Beyoncé will be a creative partner for the brand, develop new signature footwear and apparel, as well as re-launch her Ivy Park brand with adidas.”

The deal marks Beyoncé’s foray into the footwear market. She claimed full ownership of her Ivy Park label, which she co-founded in 2016, after her Parkwood Entertainment company cut ties with partner Philip Green last year in the wake of his sexual harassment allegations.

In related news, Us Weekly reports that new music is finally on the way, as Bey is already in the studio cooking up new material. She’s also set to release a Netflix special that “will be tied to her Coachella 2018 performance” and will feature unspecified additional footage, per Complex.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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