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Beyonce takes Ivy Park to Adidas
By Andy Malt | Published on Friday 5 April 2019
Beyonce has signed a new deal with Adidas, which will see her enter into a creative role and relaunch her Ivy Park fashion line with the brand.
“This is the partnership of a lifetime for me”, says Beyonce, in a statement that is somehow going to get even more over the top as it goes on. “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”.
I don’t know about you, but I’m exhausted after reading that. Here’s Eric Liedtke at Adidas to calm things down a bit. “As the creator sport brand”, says he, “Adidas challenges the status quo and pushes the limits of creativity through its open source approach. Beyonce 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”.
Fuck’s sake. That didn’t calm things down at all. Anyway, you’re probably thinking, “I thought Beyonce was in cahoots with Topshop on all her fashion nonsense”. Well, that’s because you don’t have a very good memory.
Ivy Park was indeed launched as a joint venture between Beyonce’s Parkwood company and Topshop owner Arcadia Group in 2016. However, Parkwood bought out Arcadia last November – amid allegations of sexual harassment being made against Arcadia chief Philip Green – leaving Beyonce’s firm free to enter into this super exciting, life-changing new partnership with Adidas.
