The Russian online store adidas presents about thirty products from the new collection.
adidas x Ivy Park is a collaboration between the German sports giant and iconic brand Beyoncé - went on sale all over the world. Clothing from the special collection is available in limited quantities at the adidas online store, retail monostores and select multi-brand chains. In the US, the collaboration's products are already on sale, including at Bloomingdale's, Nordstrom and select sneaker and streetwear stores.
First announced in the spring of 2019, the company positions the collection as "a combination of legendary adidas heritage and an original eye for gear", noting that the line showcases what sportswear will be like in the near future - "durable, impeccably functional and tailored in all sizes" .
The Russian official adidas online store featured about thirty products from adidas x Ivy Park collections, but half of them were sold out in the first hours after the release. Currently, a maroon and sunny orange jacket is available for sale for 17,000 rubles, a plain sweatshirt for 5,000 rubles, sneakers for a price of 13,000 to 16,000 rubles, and other items presented in limited quantities.
Beyoncé first launched her own fashion collection under the Ivy Park brand in 2016 in partnership with Topshop, and then fully bought the rights to the brand. The market notes high prospects for the development of a fashion brand, the demand for which may eventually surpass sales of Kanye West's Yeezy brand, launched in 2015. At the end of 2019, they are valued at more than $1.5 billion, and the cooperation with the artist itself is one of the success drivers for the German brand in recent years.
Beyoncé herself remains one of the most recognizable celebrities, according to the latest research from Bank of America Merrill Lynch, and her Instagram account is ranked 6th in the world with 133 million subscribers as of early 2020.
AT adidas notethat in accordance with the brand's strategy for working with other projects, at the initial stage, a limited number of goods from the joint collection will go on sale at a relatively high price, but in the future the brand will become more democratic. The company expects the adidas x Ivy Park clothing collection to have a strong impact starting next quarter throughout 2020.