Adidas described the collection, which is featured on January’s Elle magazine, as gender-neutral. The collection comes in mostly maroon, orange and cream.
What We Know:
- The collection includes jumpsuits, cargo pants, hoodies, and cycling shorts that feature the Adidas signature triple stripes.
- The German sportswear brand announced that they were teaming up with the singer in April to help relaunch the Ivy Park brand, which was started by Beyoncé in 2016. The partnership comes as Adidas is trying to attract more female customers, an area where its competitors, Nike and Puma, have no problem with.
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- Chief Executive Kasper Rorsted told analysts in November, Adidas does not expect an immediate rise in sales with the Beyoncé collection but they will ramp up over time. “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,” the CEO said.
- In recent years in the U.S. market, Adidas dominated over its competitor Nike with its partnerships with celebrities like Kayne West and Pharrell Williams. But Nike has been growing faster in China and Europe.
Ivy Park said last year Beyoncé had brought the fitness clothing brand from Topshop.
