Herzogenaurach – With news of Beyoncé reportedly set to dominate in the music and TV realms this year, fans won’t have to speculate as to what’s signifying her freshness.

On Thursday (April 4), the globally known megastar has unveiled the details on her new partnership with adidas.

“This is the partnership of a lifetime for me,” Beyoncé, 37, said via press release. “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.”


The partnership will not only include a relaunch of Queen Bey’s entrusted Ivy Park brand and will focus on co-creation for both performance and lifestyle products and materials.

“As the creator sports brand, adidas challenges the status quo and pushes the limits of creativity through its open source approach,” Eric Liedtke, the Executive Board Member of Global Brands for adidas
 stated.

“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.”

Look out for an extensive rollout as the unique relationship will establish core principles that stress the importance of women in leadership, shared ownership, empowerment and collaborations.

With its core brands adidas and Reebok, the Herzogenaurach/Germany-based company is said to employ the upward of 57,000 people worldwide and have a reported generated sales tally of around €22 billion in 2018.