Dive Brief:

• Beyoncé and Topshop have announced that the U.K. retailer and the superstar have entered a partnership to design and market activewear for what will be known as Parkwood Topshop Athletic.

• The partnership goes beyond the celebrity design collections many retailers enter into, the retailer said, because the Parkwood Topshop Athletic will have a separate team including a creative director.

• The collection will comprise of dance wear and fitness gear including footwear, and, like much activewear these days, will be designed to move smoothly to the street, the retailer said.

Dive Insight:

Hard to know if this collaboration between Beyoncé and Topshop really will be much different than any other celebrity collection from retailers. The superstar herself is no stranger to retail — she already has a women’s apparel collection and fragrances. But activewear is tops right now, and it looks like a stroke of genius to pivot from the mostly yoga-inspired lines coming from most retailers to the athletic-dance-to-the-street approach that so naturally could take its inspiration from Beyoncé.