Photo Credit: Beyonce/Instagram
Beyonce just announced a deal with Adidas she’s describing as “the partnership of a lifetime” for her. She’ll be developing a shoe line and apparel for Adidas. She’s also going to be relaunching her athletic leisure brand Ivy Park alongside Adidas after previously partnering with TopShop. The partnership was terminated amid sexual harassment and racial abuse allegations against their founder Sir Philip Green surfaced. She obtained full rights to the brand in November 2018 and with Adidas is just now relaunching. Her statement went on to say “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.”
Adidas announced earlier in the week that April 4th would mark “a new beginning” for the brand and partnering with Queen Bey would absolutely be just that for any brand. “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,” said Eric Liedtke, Adidas’s executive board member of global brands. “As the creator sports brand, adidas challenges the status quo and pushes the limits of creativity through its open source approach,” Liedtke went on to say.
Beyonce joins a growing number of celebrities who have been making athleticwear lately including Rihanna with her Fenty x Puma line and her often sold out Creeper sneakers. Selena Gomez’ gotten in on this with Puma creating activewear of her own. The famed Tory Burch has even started an activewear line of her own, Tory Sport. Beyonce even met with Reebok recently and subsequently walked back out because she said the team in the room that she would be working with didn’t represent her. Some may not understand that, but being a creative, it’s important to work with people you can relate to and if that’s what makes her comfortable, she should be afforded such. then again, if they had done their research on her, they would know that.
Aside from fashion, Beyonce’s working on a new Netflix special. Yep, you’ve read that correctly. Netflix and chill will have a new meaning in the near future. The special will be a documentary about her record breaking Coachella performance. For those who don’t remember, her Coachella performance could only be described as being “black AF.” How, you say? Well she started it off with the black national anthem and proceeded to turn a number of her songs into HBCU marching anthems which is completely unheard of for Coachella. We’d expect her to sing Ave Maria there before making the blackest possible set. But that’s a good thing. It’s always good to see black culture celebrated. It was probably inspired by the Super Bowl performance she gave that inspired a scheduled NYC protest that absolutely no one showed up for. A release date hasn’t been announced yet.
She’s also working on a new album. While it’s not a new full project, it’s a deluxe album with a lot of old songs on it with a coupl new tracks. Given that she has a Netflix special, fashion to work on and is a part of the new live action Lion King movie, we’ll forgive her for taking a little longer to get to a full new album.