After Beyoncé’s Netflix Series “Homecoming,” Adidas released an announcement last April with Queen Bey. The multi-layered deal with Ivy Park spread across every social media platform within minutes.
Adidas partnership opened doors to rebrand Ivy Park as Beyoncé co-designed a fashionable new sportswear which included sneakers. The cross branding initiative helped women across the world through its campaign “She Breaks Barriers” initiative and Beyoncé’s political voice for Black Americans.
Queen Bey agrees with Adidas mission to create boundaries through stating “its 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.” Challenging the status quo is what makes a brand stand out the most. Beyoncé’s Ivy Park brand continues to spread a conversation of hope and representation as the first black woman to own an athleisure brand.
Celebrities across the world woke up to a special delivery of a box the size of a human full of contemporary, sexy and athletic wear. Beyoncé and Adidas released its collaboration in mid-January which sold out in its first weekend.
References:
https://www.complex.com/sneakers/2019/04/adidas-signs-beyonce-signature-sneaker-deal
10 Responses to Special Delivery- Welcome to the BeyHive?