Ivy Park Assortment with BeyonceSupply: AdidasAdidas is banking on pop icon Beyonce, who's dominated the airwaves for greater than 20 years, to do
Ivy Park Assortment with Beyonce
Supply: Adidas
Adidas is banking on pop icon Beyonce, who’s dominated the airwaves for greater than 20 years, to do the identical for the corporate along with her new adidas x Ivy Park activewear assortment, which makes its debut in adidas shops and on-line at midnight.
Beyonce’s Ivy Park assortment initially rolled out in 2016 with Topshop, however the singer pulled the road after sexual harassment claims had been filed towards proprietor Philip Inexperienced. Beyonce acquired full management of the Ivy Park model by buying again shares from Inexperienced a yr later.
“It is a dream come true to re-launch IVY PARK as the only proprietor,” Beyonce mentioned in a press release. It is her first collaboration with adidas.
Adidas says the deal, the phrases of which weren’t launched, makes Beyonce the primary black ladies to be the only proprietor of an athleisure model.
Sneaker manufacturers have more and more been utilizing celebrities of all types, not simply athletes, to endorse their merchandise. Kanye West’s Yeezy model, which launched in February 2015, has been an enormous hit for Adidas by way of each tradition and gross sales. Yeezy gross sales are estimated to have earned $1.5 billion in 2019, in response to Forbes.
Analysts just like the deal and assume Ivy Park may ultimately surpass Yeezy’s gross sales however say it may take time to totally develop.
Ivy Park Assortment with Beyonce
Supply: Adidas
Queen Bey, one of many…