Adidas Signs Beyoncé to Signature Sneaker Deal

Adidas has officially signed Beyoncé to a signature sneaker deal which will include a re-launch of her activewear brand, Ivy Park.


Image via Getty/Kevin Winter


Just a day after it was revealed she has new music and a Netflix special in the works, Beyoncé is making headlines once again today, but this time it's in the sneaker sector.

Adidas has signed Beyoncé to what's being described as a "multi-layered" deal. According to CNBC's Jess Golden, Beyoncé will become a creative partner for the brand which will include the launch of signature sneakers and apparel. 

Just In: Adidas and Beyoncé have announced a multi-layered partnership today. Beyoncé will be a creative partner for the brand, develop new signature footwear and apparel, as well as re-launch her Ivy Park brand with adidas.

— Jess Golden (@JGolden5) April 4, 2019

“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 re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader," Beyoncé said.

The deal marks Beyoncé's first step into the footwear market. She co-founded her own activewear brand, Ivy Park, in 2016, and the line is expected to be re-launched under the Adidas umbrella. Last November, Beyoncé's Parkwood Entertainment company cut ties with partner Philip Green in the wake of sexual harassment allegations, resulting in the songstress taking full ownership of Ivy Park.

Stay tuned for more details on this developing story.