Thursday, January 27, 2022

Beyoncé Gives Fans a Preview of Her Adidas + Ivy Park Sneaker Collection

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*As we previously reported, Beyonce is relaunching her Ivy Park clothing line through her collaboration with Adidas as a “creative partner” with the footwear giant.

The music icon has offered fans a preview of what’s to come by sharing pics on her Instagram page of her posing in a red long-sleeved Adidas bodysuit along with a several of the sneakers from her collection.

The new partnership was announced in a joint statement on Beyoncé’s website April 4.

OTHER NEWS YOU MIGHT HAVE MISSED: Beyonce Teams with Adidas for Signature Sneaker Deal + Netflix Special in the Works

 

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“Adidas and Beyoncé have announced a multi-layered partnership that will include inspiring and empowering the next generation of creators, driving positive change in the world through sports, and identifying new business opportunities,” the statement read.

“This is the partnership of a lifetime for me,” Beyoncé said in a statement. “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.”

 

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The global superstar also dropped a selfie video showing off her Adidas-inspired nail art and a “BeyLoved” phone case — watch below:

 

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Oohweebeebeefreakydeakythinkmeseeshepinkbikinirockthatkufidyethatshikinefertitiedgeskinky?

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Products from the Beyonce/Adidas partnership will range from lifestyle to sports performance items and focus on “meaningful and rich storytelling.”

The release also notes that, as the owner of Ivy Park, Beyoncé is “one of the first black women to be the sole owner of an athleisure brand.”

“I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader,” Bey said in the statement.

“As the creator sports brand, Adidas challenges the status quo and pushes the limits of creativity through its open source approach,” Eric Liedtke, an executive board member at Adidas, said of the partnership. “Beyoncé is an iconic creator but also a proven business leader, and together, we have the ability to inspire change and empower the next generation of creators.”

Beyonce previously bought out Ivy Park from British retailer Topshop, cutting ties with the brand in November amid sexual harassment claims against owner Sir Philip Green.

 

Ny MaGee
Ny MaGee is an entertainment reporter with over 15 years of experience working in the film industry in areas including production and post-production, marketing, distribution, and acquisitions. She has worked for legendary film producer Roger Corman, Quentin Tarantino's production team at Miramax, the late Larry Flynt, MTV/ VH1, Hallmark Channel, Paramount, Jim Henson Co., Parade Magazine, and various LA-based companies representing above-the-line talent.

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