Special Delivery- Welcome to the BeyHive?

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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.

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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.  

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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.

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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.

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Thank you, @Beyonce for the #IvyPark swag!

A post shared by Reese Witherspoon (@reesewitherspoon) on Jan 15, 2020 at 2:28pm PST

References:

https://news.adidas.com/originals/adidas-and-beyonc–announce-iconic-partnership/s/68dc185b-d36a-4833-983d-774ecb6decb3

https://www.complex.com/sneakers/2019/04/adidas-signs-beyonce-signature-sneaker-deal

https://www.inc.com/sonia-thompson/beyonce-sold-out-her-new-ivy-park-collection-with-adidas-in-a-weekend-here-are-marketing-strategies-she-used.html