Beyoncé has agreed to partner with Adidas, joining the wave of artists signing with athletic apparel companies. The deal will enlist the pop star to collaborate on a line of shoes, as well as relaunching her own Ivy Park comfort wear line exclusively with Adidas.
Beyoncé x @adidas Coming soon. pic.twitter.com/YT3qc1Sphx — Complex (@Complex) April 4, 2019
The deal is being described as “multi-layered” and Beyoncé calls it “the partnership of a lifetime for me.” This deal places Beyoncé firmly at the top of the list as one of the most influential artists, and arguably solidifies her spot as the most important female voices in culture.
There isn’t any official word as to when to expect a line of signature shoes or a timetable for when Ivy Park is re-launched. Adidas is set to use her voice and platform to create an outreach to promote equality for women in sports and all other major fields of work.
Landing Beyoncé is enormous for Adidas. Adding her alongside their immensely successful Kanye West collaboration allows the company to go toe to toe with all competitors including, and especially, Nike.
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