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adidas and Beyoncé have introduced a multi-layered partnership that may embrace inspiring and empowering the subsequent era of creators, driving constructive change on the planet by way of sport, and figuring out new enterprise alternatives.
“That is the partnership of a lifetime for me,” stated Beyoncé. “adidas has had super success in pushing artistic boundaries. We share a philosophy that places creativity, progress and social duty on the forefront of enterprise. I look ahead to re-launching and increasing Ivy Park on a very international scale with a confirmed, dynamic chief.”
Beyoncé and adidas are pure companions, each with a deep respect for and dedication to creativity, fairness and creators. Neither ascribes to the standard stereotypes of athletes and what athleisure clothes and footwear needs to be, and as a substitute, will convey to life a shared imaginative and prescient of inclusion that may ceaselessly alter the alternatives and panorama for all.
The partnership will consequence within the co-creation of thrilling new merchandise – from efficiency to way of life – and a novel purpose-driven program targeted on empowering and enabling the subsequent era of athletes, creators and leaders. Significant and wealthy storytelling would be the basis for each Beyoncé’s assortment with adidas in addition to the re-launch of her Ivy Park model. This partnership respects Beyoncé’s possession of her firm which continues her journey as one of many first black ladies to be the only real proprietor of an athleisure model.
“Because the creator sports activities model, adidas challenges the established order and pushes the boundaries of creativity by way of its open supply method. Beyoncé is an iconic creator but additionally a confirmed enterprise chief, and collectively, we’ve got the power to encourage change and empower the subsequent era of creators,” stated Eric Liedtke, Government Board Member – International Manufacturers, adidas.
adidas is happy to welcome Beyoncé to the household!
About adidas
adidas is a world chief within the sporting items trade with the core manufacturers adidas and Reebok. Headquartered in Herzogenaurach/Germany, the corporate employs 57,000 folks throughout the globe and generated gross sales of round € 22 billion in 2018.
About Parkwood Leisure
Parkwood Leisure is an leisure and administration firm based by entertainer and entrepreneur, Beyoncé in 2010. With headquarters in New York Metropolis the corporate homes departments in music and video manufacturing, administration, advertising, digital, artistic, philanthropy, publicity and a newly shaped file label. Below its authentic title, Parkwood Photos, in 2008, the corporate launched the movie Cadillac Data (2008), during which Beyoncé starred and co-produced. The corporate additionally launched the movie, Obsessed (2009), with Beyoncé as star and government producer. Parkwood Leisure produced The Mrs. Carter Present World Tour (2013-2014) and The Formation World Tour (2016), and co-produced the ON THE RUN TOUR (2014) and ON THE RUN II (2018).
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