Originally written in April 2019
If Beyoncé and her creative partner Adidas had their way, we all would – and preferably decked out in Ivy Park! The relaunch of the label Ivy Park will be part of the fresh entered partnership between the two. Sportswear with Beyonce factor? — we are already Crazy in Love .
Founded in 2016, fashion label Ivy Park was originally a joint venture between Beyoncé and British fashion label Topshop. As part of the Beyoncé Adidas collaboration, in which Beyoncé is involved as a creative partner in the shoe line and street style clothing, the fashion label Ivy Park is also to be relaunched.
German manufacturer Adidas has worked with musicians such as Pharrell Williams, Kanye West, and rapper Missy Eliot in the past and isn’t afraid of artistic input. In a statement on Beyoncé’s website, she describes the collaboration with Adidas as “the partnership for a lifetime.” The two share a philosophy that puts creativity, growth, and social responsibility at the forefront. A statement from Adidas elaborates on the shared principles of the partnership, highlighting the importance of women in leadership, partnership, advancement, and collaboration.
Beyoncé remains the sole owner of Ivy Park, the label she founded, making her one of the first black women to run her own activewear label. The name of the label, among other things, reveals that the brand is close to her heart. The conglomeration of her daughter’s middle name and park, as a place Beyoncé seek for retrieval, became the focal point of the undertaking of the brand. This idea and the creative process behind the branding is further visually highlighted in a video published by Ivy Park in 2016.
Seeing as the core values (retreat and family) behind the activewear brand Ivy Park changed Beyoncé’s life, and Adidas thoroughly believes that sports can change lives, this collaboration will surely aim at creating positive change in the future.
