Topshop is partnering with Beyonce on an athletic streetwear brand, although unlike those before her, this is no mere celebrity collaboration.
The pop star and the British retailer are launching a new company together, called Parkwood Topshop Athletic Ltd, which is a 50-50 joint venture.
“This is about building a brand and building a business — a separate, proper business, with separate overhead and a separate office,” Topshop owner Sir Philip Green told Women’s Wear Daily.
Topshop has yet to tap into activewear, which is currently one of the hottest markets in retail.
The collection will include clothing, footwear and accessories for dance, fitness and sports categories, with an emphasis on the technical performance of the gear.