Bey herself and one of the trendiest sportswear brands have decided to collaborate to relaunch the artist's Ivy Park brand.
Just in time to break all your "spend less" New Year's resolutions, Adidas has decided to join hands with none other than Beyoncé in order to relaunch the musician's Ivy Park brand. The new collection, set to include shoes, clothes, and accessories, has been scheduled to launch on January 18 in the new year and will be gender-neutral, Fox News reports. The new collection will follow a warm color palette, featuring products in maroon, orange, and cream hues. Needless to say, everyone, from those in the Beyhive to dedicated sneakerheads, are super excited about the upcoming launch.
Describing the progressive collection, Adidas said that the collection would be gender-neutral so anyone can feel comfortable rocking the shoes and clothes. According to the sportswear brand, the collection will include jumpsuits, cargo pants, hoodies, and cycling shorts. They will mostly feature the signature Adidas triple-stripes, a nod to their now-iconic logo. The collection will, in addition to this, be featured on the cover of the January edition of Elle Magazine. The collaboration was first announced back in April as a way to relaunch the Formation singer's sports clothing brand Ivy Park, first launched in 2016 with British fashion chain Topshop. No financial details were revealed earlier or at this time.
The partnership was created as a way to attract more women customers to Adidas. At present, competitors Nike and German brand Puma are leading in this customer bracket. The latter was aided by a collaboration with pop icon Rihanna, who helped boost sales for Puma. Could Adidas be attempting a similar marketing campaign? Perhaps. Nonetheless, Adidas does not expect much of an immediate increment to sales because of the collaboration with Beyoncé. They do expect, however, for sales to increase over a period of time. Chief Executive Kasper Rorsted confirmed this with analysts earlier this year in November.
CEO Rorsted stated, "You’re going to see several launches coming up, but they have no substantial revenue impact and this has been part of the plan all the time. You will see that change throughout next year." Though Adidas has caused Nike's sales in the United States market to plummet due to celebrity collaborations with stars like Kanye West and Pharrell Williams, Nike has been expanding at a faster rate in countries like China and in the continent of Europe. The latest studies have confirmed this. While the business stats are important to the company, the fact that a major pop star is teaming up with a major sports brand to create a gender-neutral collection is revolutionary. Hopefully, 2020 is the start of more inclusive clothing lines.