Global sportswear giant Adidas has partnered with singer Beyonce as it aims to attract more female consumers. Through this partnership, Adidas will relaunch Beyonce's Ivy Park brand.
Adidas will be working with Beyonce to create performance and lifestyle products, including signature footwear and clothing.
Beyonce started her athleisure brand in 2016 in collaboration with fashion retailer Topshop.
Beyonce said, "This is the partnership of a lifetime for me. Adidas has had tremendous success in pushing creative boundaries. We share a philosophy that puts creativity, growth and social responsibility at the forefront of business. I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader."
Eric Liedtke, Executive Board Member (Global Brands), Adidas, said, "Beyonce is an iconic creator but also a proven business leader, and together, we have the ability to inspire change and empower the next generation of creators."