photo credit: DFree // Shutterstock
On Thursday, it was announced that Beyonce has singed a new deal with Adidas, under which she will re-launch her athletic brand, Ivy Park. In the new partnership, Adidas and Beyonce plan to co-create new footwear and apparel.
“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.”
Ivy Park launched 2 years ago with Phillip Green, the British billionaire behind Toyshop, but after allegations of sexual harassment and racial abuse came out attached to Green’s name, Beyonce bought out the whole brand. With Adidas, Beyonce will still remain the full owner of Ivy Park, noting that she is “one of the first black women to be the sole owner of an athleisure brand.”
Adidas is also the platform for Kanye’s very successful Yeezy shoe.
It has also come out that, while looking for a home to relaunch her brand, she met with brands such as Under Armour, Jordan and Reebok. During her meeting with Reebok, she noticed that the pitch team lacked diversity and representation of her background and skin color. Leading her to walk away from that deal. A huge deal for brands! Especially right now with the racial climate in this world and whats gone on with Gucci and Prada. It is important to have representation and diversity at the table when ideas are being talked about. Then we wouldn’t have the issues we’ve been seeing.
— BEYONCÉ LEGION (@BeyLegion) April 5, 2019
Written by Clarke Jones
Source: Hot New Hip Hop