Just when we think Beyoncé has reached total world domination, she goes and pulls another rabbit out of the hat. And today’s rabbit is a new multi-million dollar deal with Adidas. #Casual.
According to WWD, the deal between the music powerhouse and the athletic giant includes “footwear, clothing and an Ivy Park relaunch.” Ivy Park was originally launched and part-owned by Topshop, however the Crazy In Love singer bought out Topshop owner Philip Green last year.
Speaking of the partnership, Adidas said it “will bring to life a shared vision of inclusion that will forever alter the opportunities and landscape for all.” Eric Liedtke, one of the brand’s board members, told the site, “Beyoncé is an iconic creator but also a proven business leader, and together, we have the ability to inspire change and empower the next generation of creators.”
Given Queen Bey’s proven global influence, this is a business no-brainer for the German brand. We’re already making a mental note to add everything to cart when the collection launches.
Stay tuned to Buro. Middle East for more updates.
Until then, find out who has teamed up with streetwear brand Supreme on its next collaboration.