If you’re a fan of athleisure, Beyoncé, or both, get ready to drop some serious cash on a new collection from the singer’s brand Ivy Park, which is set to relaunch following a new partnership with Adidas. Beyoncé may just be the latest in a long line of celebrities to team up with the sportswear brand, including Kanye West, Rhianna, Pharrell Williams, and Kylie Jenner, but it sounds like she’ll have greater than average control over both the creative and business decisions involved in the deal.
“Beyoncé and Adidas are natural partners, both with a deep respect for and commitment to creativity, equity, and creators,” said Adidas in a recent press release. “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.”
Beyoncé co-founded Ivy Park with Topshop owner Philip Green, officially launching the athleisure brand in 2016. After Green was accused of sexual and racial harassment in 2018, Beyoncé’s Parkwood Entertainment acquired full control of the brand, all they’ll retain it all throughout its new partnership with Adidas.
Fans of the multi-talented star and her collection of modern performance wear essentials will be glad to hear that Adidas is in full support of keeping Beyoncé at the helm of the project, which means she’ll really have a hands-on role in developing the product lines.
“Meaningful and rich storytelling will be the foundation for both Beyoncé’s collection with Adidas as well as the relaunch of her Ivy Park brand,” the company adds. “This partnership respects Beyoncé’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.”
Aiming to merge fashion-led design with technical innovation, Ivy Park has always focused just as much on its philosophy of empowerment as it has on the clothes it produces. It’s also very, very Beyoncé. Anyone who’s even the slightest bit familiar with the singer and businesswoman won’t be surprised to hear her dramatically intoning phrases like “I stretch my body out to the horizon” in her newest promo videos, remaining on-brand in the vein of her visual projects like Lemonade and her new Netflix behind-the-scenes documentary film HOMECOMING.
“This is the partnership of a lifetime for me,” Beyoncé says. “Adidas has had tremendous success in pushing creative boundaries. We share a philosophy that puts creativity, growth, and social responsibility on the forefront of business. I look forward to relaunching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”
While pieces in past Ivy Park collections have included leggings, tanks, bodysuits, and sweats emblazoned with the company logo in bold all-caps, there’s no telling what the upcoming Beyoncé/Adidas collaboration will look like — but you can probably bank on it selling out in an instant. No word just yet on when the new merchandise will drop, or whether the new “shared vision of inclusion” will involve a larger range of sizes than its previous straight-size-only collections.
Originally published at https://dornob.com.