Adidas teams up with Beyoncé to relaunch Ivy Park

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Adidas
// Adidas in partnership with Beyoncé to launch Ivy Park in store
// Adidas aims to beat Nike and Puma with the new venture
// Beyoncé pulled Ivy Park out of Topshop amid Sir Philip Green’s sexual harassment allegations

Adidas has revealed a new partnership with Beyoncé which will entail introducing her Ivy Park range in its stores.

The German sports retailer said Beyoncé would become a “creative partner”.

In a statement on Thursday, Beyoncé said she was “relaunching and expanding” Ivy Park, which offers hoodies priced at over £150, with Adidas.

“This is the partnership of a lifetime for me,” she said.

The superstar singer first launched her athleisure brand Ivy Park in 2016 within Topshop stores with Arcadia boss Sir Philip Green.

However, since Green’s allegations of bullying and sexual harassment came to light late last year, Beyoncé pulled Ivy Park out of Topshop stores.

Since then, fans could only purchase Ivy Park products online.

Adidas also collaborates with Kanye West to develop the Yeezy brand, while Puma has a deal with Rihanna to encourage women to shop more.

Adidas has ambitions to make the most if its latest venture to beat rivals Nike and Puma.

Last year, Adidas revealed its Europe sales had fallen flat, while rival retailers Nike and Puma were growing rapidly.

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