News / Fashion

Beyoncé is now a “creative partner” at Adidas


Via Ivy Park/adidas

Being Beyoncé must be great. We mean, yes, obviously being mega-famous is draining and tiring and stressful and you likely yearn for nothing more than the ability to spend an aimless half hour in a Waitrose of a Sunday afternoon without being mobbed. Butt still: you’d get to wake up and think, “Ah, yes, another day on Earth where, I, Beyoncé Giselle Knowles-Carter, am Beyoncé Giselle Knowles-Carter.”

Not content with just being one of the most recognisable and beloved musicians on the planet, Beyoncé’s decided to take her business game up a notch. You’ll no doubt remember the huge success that was the original range of Ivy Park activewear, first launched in branches of Topshop back in 2016. Well, the brand is back. And this time, the one-time Destiny’s child has teamed up with Adidas.

The decision to work with the German sportswear giant came after allegations of sexual harassment and racist abuse were levelled against Topshop owner Philip Green.

The 23-time Grammy-winning singer will now be one of Ivy Park and Adidas’ “creative partners” – thought the chances that you’ll see her slaving away over InDesign late into the night remain relatively slim. “We share a philosophy that puts creativity, growth and social responsibility at the forefront of business,” says Beyoncé in a statement issued on her website. “I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”

Adidas’ Eric Liedtke (an executive board member for the company’s Global Brands division) goes on to say that: “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.”