default-output-block.skip-main
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Adidas and Beyoncé to Launch Gender-Neutral Collection

Adidas has eroded Nike's dominance of the US market in recent years, helped by partnerships with celebrities like Kanye West and Pharrell Williams.
Beyoncé's Ivy Park campaign | Source: Courtesy
By
  • Reuters

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.

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.

In This Article

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.

In an era of austerity on Wall Street, apparel businesses are more likely to be valued on their profits rather than sales, which usually means lower payouts for founders and investors. That is, if they can find a buyer in the first place.


The fast fashion giant occupies a shrinking middle ground between Shein and Zara. New CEO Daniel Ervér can lay out the path forward when the company reports quarterly results this week.



The sportswear giant posted flat sales in its latest quarterly report, beating Wall Street expectations. To fully recover, the business must demonstrate greater product innovation, analysts say.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
BoF Professional - How to Turn Data Into Meaningful Customer Connections
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
BoF Professional - How to Turn Data Into Meaningful Customer Connections