While we were were buzzing about possible new music, Netflix specials and leaks of her beautiful kids, it looks like Beyoncé had another big drop on the brain. Thursday morning, it was announced that the megastar has signed with Adidas as its new creative partner.
In a move that Page Six quipped makes Bey “the new Yeezy,” the entertainer and entrepreneur will be developing new products with the athletic juggernaut, including shoes, clothing and lifestyle.
The new collaboration also means Bey has found the perfect new home for her athleisure line, Ivy Park, which she took sole ownership of after splitting with original partner Topshop last year, amid numerous accusations of misconduct against company chairman Sir Philip Green. Under her deal with Adidas, Page Six reports the brand will be relaunched and “Beyoncé will retain full ownership of the label, as well as debut a program aimed at empowering the next generation of athletes and creatives ‘driving positive change in the world through sport,’ according to a press release obtained by the site.
“This is the partnership of a lifetime for me,” Beyoncé said in the same release. “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.”
As for what we can expect, we’re hoping that some of Adidas’ classic, old school flair merges seamlessly with Bey’s Houston-meets-Hollywood-meets-HBCU homecoming glamour. From the looks of Adidas’ Lemonade-evoking Instagram tease, they know our thirst is real.
“As the creator sports brand, Adidas challenges the status quo and pushes the limits of creativity through its open source approach,” said Eric Liedtke, Adidas’ executive board member of global brands, in a statement obtained by Business Insider. “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, and leaders.”