Beyoncé teases first look at Ivy Park collaboration with Adidas
Star shares photographs and videos on Instagram showing first look at partnership
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Your support makes all the difference.Beyoncé Knowles-Carter has offered a first glimpse at the partnership between her activewear brand Ivy Park and sports company Adidas.
The star announced she was relaunching her sportswear brand in early April, months after ending her business venture with Topshop.
And Beyoncé has now unveiled more details of the highly-anticipated collaboration, suggesting it is themed around her history-making headlining performances at the 2018 Coachella music festival.
On Friday, the singer shared pictures on Instagram of her wearing a red Adidas leotard, reminiscent of the red leotard she wears in the music video for 2014 song "Feeling Myself", with Nicki Minaj.
In the photographs, the 37-year-old poses alongside a vast collection of Adidas trainers.
Beyoncé also shared a video on Instagram about her new partnership with Adidas, which she posted with the caption: "Homecoming weekend."
The video opens with a drum roll similar to the one which marked the beginning of her Coachella performances last year.
The singer is filmed walking along a yellow runway adorned with three vertical black stripes, a signature Adidas trademark.
Glimpses of pieces in the Ivy Park x Adidas range are shown throughout the video, including a yellow, cropped T-shirt with "Ivy" written across the front and a pink, hooded ensemble worn by Beyoncé.
In the video, the "Formation" singer is joined by a yellow-clad marching band and dance troupe, just as she was during the first of her two Coachella performances last year.
Whereas at the 2018 music festival the on-stage musicians wore black trousers which appeared to be made out of a latex-esque material, in the new video they wear black trousers embellished with the three signature Adidas white stripes.
The video ends with the message: "We honour HBCU [historically black colleges and universities] pride and legacy."
In addition to co-creating a range of new products across categories "from performance to lifestyle" with Adidas, Beyoncé was also appointed a "creative partner" for the sportswear giant.
Ivy Park was co-founded by the singer in 2016, with Topshop owner Sir Philip Green.
However, following sexual and racial harassment allegations made against the businessman in October 2018, all of which he denies, Beyoncé cut ties with the high street store.
In November 2018, Beyoncé’s Parkwood Entertainment acquired full ownership of Ivy Park.
The unveiling of the first look of Ivy Park's partnership with Adidas comes just over a week after the release of Beyoncé's Homecoming documentary on Netflix, and the release of a live album to accompany the film.
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