Adidas has teamed up with singer Beyonce and will relaunch her Ivy Park brand, as it aims to attract more female consumers after rival Puma’s deal with Rihanna helped boost sales.
Adidas, which also has a partnership with Kanye West, said on Thursday it will work with Beyonce on creating performance and lifestyle products, including signature footwear and clothing.
The deal will also involve relaunching the Ivy Park brand Beyonce started in 2016 together with Britain’s Topshop.
The company did not give financial details.
In November, Ivy Park said Beyonce had bought the fitness clothing brand from Topshop, just as its owner, British retail tycoon Philip Green, faced allegations of sexual harassment.
Adidas, Nike and Puma have all been trying hard to appeal to women since the rise of Lululemon and the athleisure trend, which has also prompted fashion companies like Gap and H&M to produce more fitness clothing.
Women’s wear now accounts for about a quarter of sales of the Adidas brand, less than at Puma, which named Rihanna as its women’s creative director in 2014.
Adidas said last month that the players it sponsors on the team that wins the FIFA Women’s World Cup this year will receive the same performance bonus payments as their male counterparts.
Man arrested for raping neighour’s wife in Adamawa
Ministerial nominee Balarabe collapses during Senate screening
Five female students abducted from Katsina varsity
Two remanded for disappearance of Anambra LP gov candidate
Abducted NYSC members’ families laments lack of govt support
Anambra whistle-blower accuses court registrar of N1m bribe
APC suspends Kogi gov campaign after member’s death
Edo: Shaibu resumes duty in new office
VeryDarkBlackMan ‘doing the Lord’s work’, shakes skincare industry
Jenny’s Glow sues VeryDarkBlackMan, Meta, TikTok over ‘defamation’
Reactions as Nollywood star Moyo Lawal’s nude leaks
Portable: Queen Dami came to me for husband – Lege Miami
Why I’m still single, Skitmaker Ashmusy opens up
Tweeps react as key witness reportedly abandons Jenny’s Glow case
Blackmail: My sextape will soon be released, Carter Efe laments
Soun: Reactions as ex-RCCG pastor undergoes seven days spiritual rites
VIDEO: Thugs invade Osun APC secretariat
VIDEO: Strayed cow goes berserk inside NYSC orientation camp in Ogun
VIDEO: Are black cats bad luck?
VIDEO: Does COVID-19 only affect rich people?
VIDEO: Will I remain single if someone sweeps over my feet with a broom?
VIDEO: Gani Adams rallies Benin Republic monarchs for Sunday Igboho
FIDIO: Ǹjẹ́ Gbogbo Akitiyan Ìjọba Láti Mú Ẹ̀yìn Olóyè Sunday Ìgbòho Balẹ̀ Yìí Tọ́ Àbí Kò Tọ́?
VIDEO: Pastor Tunde Bakare declares National Movement
Entertainment21 hours ago
N5.5bn invested in BBNaija all-stars edition – MultiChoice
Crime20 hours ago
Edo human trafficker bags 12 years imprisonment, N24m fine
News8 hours ago
FG to give market women interest-free loans
News8 hours ago
23 oil blocks were inactive in 2021 – NEITI
Sports18 hours ago
NPFL implements random dope tests for new football season
News21 hours ago
OAU students protest against reduction of tuition fees
News20 hours ago
Reps to probe failed N6.5bn shoreline protection contract
News20 hours ago
14-year-old arrested over Thailand shopping centre shooting