The race to be the biggest, most fashionable athleisure brand in the world is incredibly heated. So Adidas is pulling out the big guns, namely Beyoncé. The company announced today that it is now working with Queen Bey and making her a creative partner with the brand. The biggest thing to come from this so far is the return of Ivy Park.
Ivy Park, Beyoncé’s activewear brand, originally launched in 2016 as a partnership with TopShop. However that dissolved last November after TopShop’s chairman, Philip Green, was named in a workplace harassment scandal. Beyocé’s company, Parkwood, bought out Green, giving her sole ownership of the brand.
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The New York Times reports that Beyoncé will retain sole ownership of Ivy Park, but that the deal will help her expand the line. Additionally, she will collaborate on a signature collection with Adidas. “Beyoncé is an iconic creator but also a proven business leader,” said Eric Liedtke, a member of Adidas’ executive board. “Together, we have the ability to inspire change and empower the next generation of creators.”
Adidas is already reaping benefits from the partnership as Business of Fashion reports that the brand’s stock rose one percent following the announcement. Call it the “Halo” effect.
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