Beyoncé began the hype for her Ivy Park collection with Adidas early last month on her Instagram page, which has 138 million followers, a number bigger than the populations of Japan and Mexico. She did not relent.

By Ian Horswill


Posted on January 21, 2020

Beyoncé illustrated to businesses throughout the world how you might want to sell goods in 2020 with an elaborate promotion of her first collection for her retail line Ivy Park x Adidas.

Beyoncé began the hype early last month on her Instagram page, which has 138 million followers, a number bigger than the populations of Japan and Mexico. Her posts revealed footwear for the first time.

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IVY PARK January 18

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Then the 38-year-old Beyoncé appeared on the cover of the January issue of Elle magazine wearing pieces from the forthcoming activewear brand alongside an article all about her business Ivy Park and the new collection. The singer also said that the clothes would be gender neutral after she noticed men wearing her brand.

On 8 January, adidas x IVY PARK launched an advertisement for the forthcoming fashion.

On 17 January at 12pm, Beyoncé dropped a limited launch. A-list influencers Reese Witherspoon, Zendaya, Cardi B, Yara Shahidi, Laverne Cox, Diplo, Janelle Monáe and Hailey Bieber all received the new outfits and told the world.

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Thank you, @Beyonce for the #IvyPark swag!

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On launch day, Saturday, 18 January, Beyoncé uploaded multiple photos of herself wearing the clothing and sneakers on her Instagram account.

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adidas x IVY PARK E-comm takeover

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Comprised of apparel, accessories and four sneaker styles, prices range from US$25 to US$250, and sizes XS to XL.

“My team has worked hard with the adidas team in bringing my vision to life for this first collection and I am grateful and proud,” Beyoncé said in a news release. “From the accessories to the clothes and footwear, I wanted to design and re-imagine pieces that serve as favourite armour for anyone who acknowledges the strength in their individual style and lives freely and boldly.”

The promotion saw the collection available online and in select stores. There were reports the collection would sell out online but it remains available.

To finish off the promotion, Beyoncé showed off the collection in a gift to Ellen de Generes and her partner, Portia de Rossi.

Beyoncé launched Ivy Park in 2016 with Topshop tycoon, Philip Green. She then bought his shares in November 2018 after a series of sexual assault accusations and became 100% owner. It was announced in April last year that she had teamed with Adidas to continue Ivy Park.