Neither Beyonce nor Adidas are playing any games when it comes to their newly announced partnership.
Revealed to much excitement last month, the venture – which includes a relaunch of Bey’s Ivy Park imprint – is said to have been a long while in the making.Array
And now, per a highly placed exec at the sportswear giant, details about the colossal project are being divulged.
Full story below…
In a telling interview with Footwear News, Christine Sheeshan, senior director, brand marketing, Adidas Originals North America opened up about what the goals are.
First thing’s first, it’s confirmed that the relationship will be similar to that of Yeezy where it’s positioned as a standalone label (outside of the Adidas traditional categories).
Queen Bey will notably be setting up her own team dedicated to the venture to work alongside Adidas – with possible locations including LA and Portland, Oregon (home of Adidas North America).
Per Sheeshan, the driving forces behind the revitalised Ivy Park will be style, substance, and an overarching a message of empowerment for women, shattering cultural ceilings and much more.
Here’s exactly what she shared:
“Beyonce, we look to her to be the next [Pharrell and West]. And it’s nice to have someone from a female lens to push the brand in that space. She’ll have a whole new team. I know she has two big ambitions — one is more on the philanthropic side of things; we’ve pushed a lot into the world of girls in sports, and she aligns with that. I think that’s one of the reasons she was attracted to our brand.
“I know that she has a lot of product ambitions — she’s creating a whole new team. I’m not sure if it’ll be in Portland or L.A. She’ll live outside of Originals much like Kanye. We’re focused on barriers to creativity — we’ll even push further into those verticals.”
The insights come after it was revealed that Adidas shares rose following their Beyonce announcement.