The Beyhive has been busy with new music, a Netflix special and now a sneaker deal. This comes off the heels of Netflix announcing Homecoming a documentary set for release on April 17, promising a close-up behind-the-scenes look At Beyoncé’s Historic Coachella 2018 Set.
Adidas has teamed up with Beyonce to relaunch her Ivy Park brand. The sportswear giant has signed Bey to a “multi-layered” deal, in which the icon will serve as a creative partner for the brand which will include the launch of signature sneakers and apparel.
The aim for Adidas is to attract more female consumers after their rival Puma saw a boost in sales via its deal with the Bajan Beauty Rihanna, who is Puma’s Creative Director since 2014.
I can’t wait to see the creativity of Beyonce’s line on some fly kicks.