Beyoncé to release “signature sneakers” in new Adidas deal

The pop star will relaunch Ivy Park with the sportswear brand

Beyoncé has signed a new deal to relaunch Ivy Park with Adidas, including the launch of some “signature sneakers”.

The star founded her activewear brand in 2016, with products being available to purchase from Topshop. However, the singer cut ties with the store last year after owner Philip Green was accused of sexual harassment (Green has denied all allegations against him). 

Now, Adidas and Beyoncé have announced a “multi-layered partnership” that will see the pop star become a creative partner for the sportswear brand. She will also launch her own “signature footwear and apparel” line with them and relaunch Ivy Park.


In a statement, Beyoncé said: “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 relaunching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”

Meanwhile, the singer and her husband Jay-Z were honoured at the GLAAD Media Awards last week (March 29). The couple were presented with the Vanguard Award for “their LGBTQ allyship”.

During their acceptance speech, Jay-Z paid tribute to his mother, Gloria Carter. He had previously documented her coming out on his 2017 track ‘Smile’.

Last week also saw Beyoncé serenade Diana Ross at the icon’s 75th birthday party. Footage of the former Destiny’s Child singer’s performance went viral on social media.

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