Hold onto your wigs, hive! Beyoncé is re-launching IVY PARK with adidas and we’re just happy we got a warning this time, tbh.
Yesterday, while at a sneak preview of another sportswear brand’s new sneaker collaboration, my attention was very suddenly stolen by the press release in my inbox announcing adidas’ upcoming collaboration with iconic superstar performance athlete, Beyoncé. *insert Tiffany Pollard ‘BEYONCÉ?!’ meme* Once I got over the fact that it wasn’t spam, I needed to know everything! And because we want you to have your edges secured by the time the new Ivy Park drops, here is all the info:
Beyoncé Plans to Re-Launch Ivy Park with adidas
After the troubles at Top Shop, which has now closed all stand-alone stores in South Africa, it seems that the queen needed a new home for her Ivy Park baby.
Meaningful and rich storytelling will be the foundation for both Beyoncé’s collection with adidas as well as the re-launch of her Ivy Park brand. This partnership respects Beyoncé’s ownership of her company which continues her journey as one of the first black women to be the sole owner of an athleisure brand.
“This is the partnership of a lifetime for me, adidas has had tremendous success in pushing creative boundaries. We share a philosophy that puts creativity, growth and social responsibility at the forefront of business. I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.” – Beyoncé.
Beyoncé and adidas are natural partners, both with a deep respect for and commitment to creativity, equity and creators. Neither ascribes to the typical stereotypes of athletes and what athleisure clothing and footwear should be, and instead, will bring to life a shared vision of inclusion that will forever alter the opportunities and landscape for all.
“As the creator sports brand, adidas challenges the status quo and pushes the limits of creativity through its open source approach. Beyoncé is an iconic creator but also a proven business leader, and together, we have the ability to inspire change and empower the next generation of creators.” – Eric Liedtke, Executive Board Member – Global Brands, adidas
It is a Partnership That Will Build the Next Generation Too
Through her founding of BeyGood, we know that the vocal powerhouse has a passion for giving back and positively impacting lives. This partnership will carry that spirit on.
The partnership will result in the co-creation of exciting new products – from performance to lifestyle – and a unique purpose-driven program focused on empowering and enabling the next generation of athletes, creators and leaders.
Ivy Park Sneakers?
American Finance publication, Bloomberg is reporting that the “partnership is expected to wrestle with a slowdown in demand for retro footwear like the Stan Smith and Superstar, which drove its growth for years.” With that in mind as well as an understanding that adidas’ business is very largely about sneaker releases, we can definitely expect at least one footwear drop from the new collaboration.
The “Beyoncé Effect” has, in just a few short hours of the announcement being public, impacted on the stock market. According to The Fashion Law, “the publicly-traded sportswear company’s shares rose by 1.35 percent almost immediately after the announcement, ultimately closing at $127.20, up $1.55 (or 1.23 percent) from the morning’s opening price.”
In summary? Prepare your coins because The Queen is coming for our bags. We cannot wait to see what she cooks up with the re-launched Ivy Park apparel – if her Beychella merch is anything to go by, we are going to have the best gear to run the 7/11 choreo to infront of the TV.