“Focused on empowering and enabling the next generation of athletes, creators and leaders.”
I början av veckan lät adidas kommunicera ett kryptiskt meddelande om en ny kampanj i sociala medier, med orden “A new beginning. More on 4.4.” På torsdagen avslöjades så att Beyoncé Carter Knowles inleder ett nytt samarbete med adidas för återlanseringen av varumärket Ivy Park. I ett uttalande säger Beyoncé:
“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. I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”
Samarbetet ska inbegripa både design och uppträdanden och kommer resultera i både sneakers, skor och kläder. adidas skriver vidare:
“This partnership respects Beyoncé’s ownership of her company which continues her journey as one of the first black women to be the sole owner of an athleisure brand.”
