The collection is full of “cool” colors, including white, light blue, pink and multicolored ski tag prints, with items such as mesh jumpsuit, latex dress and monogrammed running jacket. Most clothing costs less than $ 200, as do shoes, which include upgrades to several existing Icy Park sneaker lines.
Icy Park products went on sale online at 4 pm Eastern time on Friday, the day before they appeared in some Adidas stores around the world.
It is Beyoncé’s third collection since she signed a contract with Adidas in 2019. Her previous Ivy Park lines sold out in a few hours when they were launched in January and October last year.
Queen Bey’s brand helped Adidas (ADDDF) capitalize on a national shift to sportswear, as many Americans who work remotely from home opt for comfortable sweatshirts and t-shirts instead of formal business clothes. Scarcity and celebrity have been a winning combination for Adidas, which has tapped non-athlete stars like Pharrell Williams and Kanye West to collaborate on limited-release brands.
Viral marketing has been an important part of the strategy to promote Ivy Park. Earlier this week, Beyoncé and Adidas released a series of photos and videos featuring their daughter Blue Ivy Carter wearing the collection – which quickly became a trending topic on Twitter. The brand also sent Ivy Park equipment to celebrities and influencers like actress Taraji P. Henson and activist Black Lives Matter DeRay Mckesson.
Adidas CEO Kasper Rorsted gave credit to Beyoncé for helping to boost retail sales, describing her as “probably the most influential female artist in the world today”, during a day event for investors and media in March.
Adidas’ e-commerce sales increased 93% year-over-year in its second fiscal quarter and 51% in the following quarter – a bright spot in the company’s fight against the pandemic.