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Beyonce.
Photo: Kevin Mazur / 2017 Kevin Mazur
At the time of exciting collaborations between brands and stars, Beyoncé was absent from the lineup. But on Thursday, the pop star and Adidas announced a "multi-level partnership", which will include a revitalization of its Ivy Park clothing line and launches of the brand's original products. Soon you will be able to wear shoes created under the direction of Beyoncé herself.
"It's the partnership of my life for me," Beyoncé said in a press release. "[A]didas managed to push the limits of creativity. We share a philosophy that places creativity, growth and social responsibility at the forefront of business. I look forward to relaunching and expanding Ivy Park on a truly global scale with a dynamic and proven leader. "
As a creative partner of Adidas, Beyoncé will be involved in the design of shoes and clothing with the brand, as well as other collaborative projects. The brand and the artist will work towards the creation of a "unique, goal-oriented, empowering and empowering program for the next generation of athletes, women and men." creators and leaders. "
Beyoncé launched Ivy Park in 2016, originally in partnership with Topshop. But she became the sole owner of Ivy Park last year, when the owner of Topshop, Sir Philip Green, was accused of racist and sexually inappropriate behavior., According to New York Time. The revival under Adidas will still respect the "property of Beyoncé's company that continues its journey as one of the first black women to be the sole owner of an athleisure brand," according to the press release .
"Beyoncé is an iconic designer but also a recognized business leader, and together we can inspire change and empower the next generation of creators," said Eric Liedtke, Board Member of the Board of Directors. Adidas.
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