adidas: agrees partnership with Beyoncé

(CercleFinance.com) - German sportswear giant adidas said on Thursday that it has agreed a "multi-layered" partnership with R&B singer Beyoncé, who will become a creative partner for the brand.


Beyoncé will develop new signature footwear and apparel for adidas, which will also re-launch her Ivy Park brand.

adidas declined to give financial details or specify for how long the partnership would run for.

Its partnership with Beyoncé builds on another successful deal with rapper Kanye West.

In 2010 Beyoncé created Parkwood Entertainment, a New York-based firm that houses departments in music and video production, management, marketing, digital, creative, publicity and a newly formed record label.

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