Beyonce, Adidas put three stripes on it, team up for revamped Ivy Park sportswear line
The Queen Bey is expanding her brand to a line of "gender neutral" shoes in collaboration with athletic sportswear maker Adidas
Beyonce is putting an Adidas logo on it as she relaunches her Ivy Park sports clothes brand in collaboration with the German sportswear maker.
The newly fashioned brand of shoes, clothing and accessories is scheduled to be released Jan. 18, the New York Post reports. The items will be offered in mostly maroon, orange and cream and will be gender-neutral, the Post reports. They will include jumpsuits, cargo pants, hoodies and cycling shorts, and most will feature Adidas’ signature three stripes.
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This is a boost for Beyonce who released her Ivy Park brand in 2016 in collaboration with the British fashion chain Topshop. It’s also a boost for Adidas, which is seeking to make deeper inroads in the women’s customer market. Adidas has been lagging behind rivals Nike and Puma, also based in Germany. Puma took part in a successful collaboration with singer Rihanna that wrapped up last year, the Post reported.
Adidas says the Beyonce collaboration will be among several designed to ramp up sales for the sporting goods manufacturer.
“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,” the Post reports Adidas Chief Executive Kasper Rorsted said last month.
“You will see that change throughout next year,” Rorsted said.
Adidas has had some success in recent years breaking down Nike’s leadership in the American market by partnering with celebrities like Pharrell Williams and Kanye West. Nike, on the other hand, has had fast growth in China and Europe.
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The new Ivy Park collection will be featured on the cover of the January edition of Elle magazine.
Beyonce first announced the new line in April. She told Elle in an interview that the campaign ” … incorporates my personal style and expands that to include something for everyone. I love experimenting with fashion, mixing high and low, sportswear with couture, even masculine and feminine This new line is fun and lends itself to creativity, the ultimate power.”
