Superstar singer Beyonce just signed a huge deal with Adidas to launch her signature sneakers and apparel. As part of the deal she will also serve as the brand’s creative partner.
Beyonce had launched her own activewear line back in 2016 called Ivy Park — a collaboration with Topshop. Her new plan is to relaunch Ivy Park under Adidas.
The singer says, “This is the partnership of a lifetime for me. 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.”
Shoe companies signing artists is nothing new. Puma signed Rihanna back in 2014 and Reebok followed suit that same year with Kendrick Lamar. Nike original signed with Kanye West but he left them to sign with Adidas back in 2013.