If you’re a member of the Beyhive then you probably are completely used to the strategic business prowess of Queen Bee Beyoncé; as she exudes and delivers with each project. Her new Ivy Park x Adidas Drop 1 was no different. The Virgo perfectionist and strategy champion was running on all cylinders for the launch; from buildup via her own Instagram in tangent with her brands Ivy Park handle where Beyoncé modeled her own collection. She had a unique and genius e-commerce marketing roll out, where everyone who’s anyone in the pop-culture stratosphere aka Bey’s celebrity friends, created their own Ivy Park digital adverts to showoff, what they received. Celebrities included Yara Shahidi, Janelle Monae to Lizzo, Reese Witherspoon, Ciara, stylist June Ambrose, Kelly Rowland, her mother Tina Knowles and a handful of other celebs.
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Needless to say, it was an utter success! The e-comm takeover (as she coined) took all of six minutes to sell out on Friday, January 17th. With her e-commerce launch by way of the hyper insta-worthy celebrity promotional roll-out it was no wonder that the brick and mortar launch the following Saturday, January 18th would surely to be a whirlwind (and it was). Stores who carried the collection (Adidas, Nordstrom and the like) sold out fast. Early statistics say that Ivy Park x Adidas sold out in just mere hours leaving only pairs of socks. The collection consisted of orange burgundy and off-white hued apparel that included track pants, jackets, hoodies, dresses, sneakers, bras, bodysuits, cycling shorts, fanny packs, and more. The price points ranged from $25.00 – $250.00.
Beyoncé then posted a note of gratitude via social media just a few days ago thanking all of her fans and everyone who participated in helping making the first drop of Ivy Park x Adidas such a success. “I want to say a huge thank you to all of the incredible human beings who stood in those long lines in the snow and rain. All the beautiful people who waited in the waiting room online. All of the friends and family who took the time to film videos and dress up in the unboxing. I am humbled, grateful and proud. Y’all look so good in your IVY PARK. I love you deep.”
Riding off of the success of this first collection launch we should also keep in mind that the mega-star bought back her own company and brand Ivy Park from Top Shop’s boss Sir Phillip Green, who had once helped with the original lines aesthetic but then, was exposed in a bevy of sexual harassment exposés and lawsuits in 2018-2019. The move was greatly symbolic making Beyoncé the first black woman to own a major and now even more successful athleisure line. While the financial statistics of the sold-out brand collection remain mum at this time, its is anyone’s guess that it was a fruitful launch for both Beyoncé and her partners at Adidas.