Fashion Avenue | Adidas Seals Partnership With Singer Beyonce

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 started in 2016 together with Britain’s Topshop.

The company did not give financial details.

In November, Ivy Park said Beyonce has bought the fistness clothing 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.

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