Ph. by James Devaney/WireImage

London-based high street fashion giant Topshop and Beyoncé Knowles, businesswoman and longterm fan of the British label, have formed a 50-50 joint venture company, ‘Parkwood Topshop Athletic Ltd.’, and it’s going to produce an athletic streetwear brand, perhaps even set to launch in stores for Fall 2015.

Beyonce Knowles’ Topshop Banana Leaf Print Top & Shorts

According to Topshop owner Philip Green, Beyoncé inked the deal last Friday after meetings in February and June. “This is not a collaboration,” he told WWD. “This is about building a brand and building a business – a separate, proper business, with separate overhead and a separate office.“

Beyonce wearing Topshop Palm Tree Sweater Set

The collection will encompass clothing, footwear and accessories across dance, fitness and sports. Green says that he intends to hire two designers: a fashion designer and another one specialising in sportswear who can deal with technical aspects such as sweat wicking and stretch. “We’ve been brainstorming about the name,” Green added. “We haven’t got there yet.“

Beyoncé wearing sportswear for the “Pretty Hurts” video

Beyoncé becomes Topshop’s vehicle to enter activewear, currently one of retail’s most exciting categories. Green also made a point of commenting on the social-media potential of the project (Beyoncé has 19 million followers on Instagram, while Topshop has 3.2 million).

Beyoncé in Topshop shirt & skirt

“I have always loved Topshop for their fashion credentials and forward thinking,” Beyoncé said, continuing that she would work with the product development team Topshop puts in place to, “create and produce a technical and fashion-led collection” and “participate in all aspects of the partnership.”

Beyonce shares Topshop Bikini moment…

The Collection will have technical performance characteristics as well as an “ath-leisure” side, targeting women who go to yoga or the health club, as well as those who just want to look like they do…

Beyonce Striped Topshop Dress