There’s a new way to spell BOSS and its B-E-Y-O-N-C-E. The singer, humanitarian and business mogul just signed a multi-layered deal with adidas that will include the relaunch and expansion of Ivy Park and new signature footwear.
The partnership involves more than clothing or shoes. According to the press release, they came together “with a shared respect for and commitment to creativity, and the belief that through sport, we have the power to change lives.”
“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,” Beyonce said.
With a shared focus on social impact and empowerment, they’ve vowed to co-create purpose driven programs that will empower the “next generation of athletes, creators and leaders.”