Adidas x Ivy Park: Deal or Fail?

Beyoncé collaborates with Adidas for the second time in 2020 with her brand called Ivy Park.

Adidas x Ivy Park
Adidas x Ivy Park

The Ivy Park collection, which Beyoncé first agreed to launch with Topshop in 2016, was suspended after Philip Green (owner of Topshop / Arcade Group) was prosecuted for sexual abuse, and Beyoncé withdrew her partnership rights from the brand. Following the announcement that she will collaborate with Adidas in 2019, the Ivy Park collection took its place in the market at the beginning of 2020 and aroused great interest from the consumer side, and soon lost its stocks in both online and physical sales. Kanye West, who had previously collaborated with Adidas with the Yeezy brand created in 2015, earned $ 1.5 billion to the brand in 2019, according to Forbes, and has the biggest brand collaboration the fashion world has ever seen. The fact that Kanye West continued with his own brand after a short time created a need for a new collaboration on the Adidas front, and this need was crowned with Beyoncé’s Ivy Park collection.

If we say that “brand x celebrity collaborations”, which has become a big trend since the early 2000s, are now being replaced by “brand x celebrity brand collaborations”, we would not be considered unfair. The fact that celebrities turn their collections into brand faces rather than being the collections faces of brands, has changed many balances in the fashion industry. After Kanye West’s Yeezy, Rihanna’s Fenty, a period of “Nicki Minaj x H&M” or “Kate Moss x Topshop” has become démodé. Especially the fact that the generation Z was spending money not on the celebrity’s advertising budget but on the celebrity’s fashion taste created the need for names that dominate the popular culture to put forward their own capsule brands, on the other hand, these created brands have to appeal to the new consumer in different ways. At this point, Adidas x Ivy Park managed to increase the consumer perception focused on sales with the right marketing strategy.

Adidas x Ivy Park

Some codes used in the Adidas x Ivy Park creation process brought the brand together with the right audience, creating a double-sided win-win situation. Beyoncé’s advertising campaign, which she brought to the forefront by not hiding her curved body lines, had a great impact on social media by supporting today’s body positivity trend. At the same time, the wide range of sizes from 3XS to 3XL supported the trend we mentioned above not only visually but also in terms of sales feasibility. The pieces of the collection that winked at the luxury sportswear emphasized the names of both Adidas and Beyoncé, and played an important role in the reflection of both brands’ identity to the consumer. Undoubtedly, products sold at a higher rate than a standard Adidas product stood behind this luxury perception. Finally, the reintroduction of the classic sneakers of Adidas in the collection with the new interpretation of Beyoncé has created a completely successful campaign image in terms of reintegrating the parts on the way of demodulation into the market with a successful marketing strategy.

Adidas x Ivy Park

Adidas and Beyoncé, which released two capsule collections in 2020, when luxury brands were struggling with the economic crisis and ready-to-wear brands started to close their physical stores, and they both deserve a big applause. Although the year-end sales figures of the Ivy Park partnership, which shows that a correct marketing strategy and smart marketing communication can reach the consumer even in times of crisis, it is obvious that it is a real breakthrough in the “brand x celebrity brand” trend that has just emerged in the fashion world.

Fashion Branding Researcher | M.A. Fashion Marketing Communication