The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
HERZOGENAURACH, Germany — Adidas will start selling a new collection designed with singer Beyoncé on January 18 in a relaunch of her Ivy Park brand that includes shoes, clothes and accessories, mostly in maroon, orange and cream.
Adidas described the collection, which features on the cover of January's Elle magazine, as gender-neutral. It includes jumpsuits, cargo pants, hoodies and cycling shorts, mostly featuring signature Adidas triple-stripes.
The German sportswear brand announced it was teaming up with the singer in April to relaunch the Ivy Park brand Beyoncé started in 2016 together with British fashion chain Topshop. The company did not give financial details.
The partnership comes as Adidas seeks to attract more female customers, an area where it has lagged behind bigger rival Nike and German competitor Puma, which saw its sales boosted by a collaboration with singer Rihanna that ended last year.
ADVERTISEMENT
Adidas does not expect much of an immediate help to sales from the initial Beyoncé collection, but it will ramp up over time, Chief Executive Kasper Rorsted told analysts in November.
"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 chief executive said.
Adidas has eroded Nike's dominance of the US market in recent years, helped by partnerships with celebrities like Kanye West and Pharrell Williams, but Nike has been growing faster in China and Europe, a trend that continued in the latest results.
Ivy Park said last year Beyoncé had bought the fitness clothing brand from Topshop.
By Emma Thomasson; editor: Mark Potter.
Canada, France and Ireland are among the countries working with home-grown fashion talent to create uniforms for their teams at this summer’s Olympic Games. For these small labels, it’s an unprecedented opportunity to capitalise on one of sports’ largest events.
The online fashion retailer plans to update China’s securities regulator on the change of the initial public offering venue and file with the London Stock Exchange as soon as this month, a person with knowledge of the matter said.
The company, under siege from Arkhouse Management Co. and Brigade Capital Management, doesn’t need the activists when it can be its own, writes Andrea Felsted.
As the German sportswear giant taps surging demand for its Samba and Gazelle sneakers, it’s also taking steps to spread its bets ahead of peak interest.