adidas and Beyonce Announce Iconic Partnership

Entertainment Press Releases Friday April 5, 2019 15:22
HERZOGENAURACH, Germany--5 Apr--PRNewswire/InfoQuest
  • Beyonce and adidas come together with a shared respect for and commitment to creativity, and the belief that through sport, we have the power to change lives -
  • This unique relationship aligns both parties around a set of core principles including the importance of women in leadership, shared ownership, empowerment and collaboration -
  • Beyonce will be a creative partner for the brand, develop new signature footwear and apparel, as well as re-launch Ivy Park with adidas -

adidas and Beyonce have announced a multi-layered partnership that will include inspiring and empowering the next generation of creators, driving positive change in the world through sport, and identifying new business opportunities.

"This is the partnership of a lifetime for me," said Beyonce. "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."

Beyonce and adidas are natural partners, both with a deep respect for and commitment to creativity, equity and creators. Neither ascribes to the typical stereotypes of athletes and what athleisure clothing and footwear should be, and instead, will bring to life a shared vision of inclusion that will forever alter the opportunities and landscape for all.

The partnership will result in the co-creation of exciting new products – from performance to lifestyle – and a unique purpose-driven program focused on empowering and enabling the next generation of athletes, creators and leaders. Meaningful and rich storytelling will be the foundation for both Beyonce's collection with adidas as well as the re-launch of her Ivy Park brand. This partnership respects Beyonce's ownership of her company which continues her journey as one of the first black women to be the sole owner of an athleisure brand.

"As the creator sports brand, adidas challenges the status quo and pushes the limits of creativity through its open source approach. Beyonce 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," said Eric Liedtke, Executive Board Member - Global Brands, adidas

adidas is excited to welcome Beyonce to the family!
Note to editors:
About adidas

adidas is a global leader in the sporting goods industry with the core brands adidas and Reebok. Headquartered in Herzogenaurach/Germany, the company employs 57,000 people across the globe and generated sales of around EUR 22 billion in 2018.

About Parkwood Entertainment

Parkwood Entertainment is an entertainment and management company founded by entertainer and entrepreneur, Beyonce in 2010. With headquarters in New York City the company houses departments in music and video production, management, marketing, digital, creative, philanthropy, publicity and a newly formed record label. Under its original name, Parkwood Pictures, in 2008, the company released the film Cadillac Records (2008), in which Beyonce starred and co-produced. The company also released the film, Obsessed (2009), with Beyonce as star and executive producer. Parkwood Entertainment produced The Mrs. Carter Show World Tour (2013-2014) and The Formation World Tour (2016), and co-produced the ON THE RUN TOUR (2014) and ON THE RUN II (2018).

Logo - https://mma.prnewswire.com/media/846953/adidas_Combined_Logo.jpg

Latest Press Release

ระเบิดความมันส์ กับไฟต์คอนเสิร์ตแห่งปี TDEJ ประชันดนตรีสุดแสบ 26 เมษายนนี้ พบกันที่หอประชุมกองทัพเรือ

TDEJ MUSIC FESTIVAL ครั้งที่ 6 #TDMF6 โดยโปรดิวเซอร์คนบันเทิง EntLab ที่ทุ่มทุนสร้าง รวมพลคนดนตรีสุดแสบแห่งปี ร่วมมาประชันสู้ผ่านศึกดนตรี อาทิ Mean, Lomosonic, Whal & Dolph, Youngohm x Fiixd, Gavin.D x DJ.Nut, Nont Tanont, Meyou, Thaitong, DJ.Fuse...

Ascension Now Available For All Classes in Black Desert Mobile

Pearl Abyss today announced that Ascension is now available for all classes in Black Desert Mobile. Starting today, Adventurers now have the ability to unlock new class-specific skills to further enhance their characters and their potential. Ascension...

Moonbug Acquires Korean Hit Animated Series ARPO

Moonbug, a global entertainment company that develops and distributes fun and safe content for kids, today announced it has acquired the hit Korean animated series ARPO, which has over 2 million subscribers and 100 million monthly views on YouTube....

K-Pop Is Achieving Global Domination And Spotify Is Here To Prove It

Spotify has been a huge supporter of K-Pop since the launch of the first K-Pop flagship playlist "K-Pop Daebak" in 2014. Today Spotify, the most popular global audio streaming subscription service, reveals a series of statistics and trends which show how...

BTS Launches MAP OF THE SOUL: 7 The Enhanced Album with Spotify

To celebrate BTS' fourth studio album 'MAP OF THE SOUL : 7', Spotify has partnered with the global superstars to launch the MAP OF THE SOUL : 7 The Enhanced Album out today, February 21, 2020. Available only on Spotify, the enhanced album - curated with...

Related Topics