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4/4, 4:46 PM (Source: TeleTrader)
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Adidas announces partnership with Beyonce

Adidas AG announced on Thursday it struck a partnership with Beyonce, under which the singer will become a creative partner for the sports goods manufacturer.

Beyonce will collaborate with Adidas to relaunch her clothing line Ivy Park, as well as to develop new signature footwear and apparel for the German firm. "The partnership will result in the co-creation of exciting new products – from performance to lifestyle – and a unique purpose-driven program focused on empowering and enabling the next generation of athletes, creators and leaders," Adidas noted.

"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. I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader," Beyonce stated.

Breaking the News / NP