I have chosen to review multiple articles discussing the new collaboration between Adidas and Beyonce’s athleisure brand Ivy Park launched in January. Until 2018, Ivy Park was exclusively sold at Top Shop but they discontinued their relationship. The partnership between these two firms produced a gender-neutral collection, which reflects their urge to appeal to a range of different communities, to participate in the gender neutrality movement and create a collection targetted to a larger segment of consumers. The collaboration’s colour palette is made of Maroon, Orange and Cream and it includes hoodies, cargo pants for instance, which shows once again the universality of the collection.
According to Mintel, thanks to this, Adidas would be able to increase their number of female customers, which was less important compared to their competitors Nike and Puma. The social impact made by this decision is beneficial for Adidas’ brand image, and it gives a competitive edge to the brand. Before that, Adidas was concentrated on the environmental impact of the brand and its sustainability.
Arnett, G. (2019). Beyoncé collaboration boosts Adidas searches fivefold. [online] Vogue Business. Available at: https://www.voguebusiness.com/consumers/adidas-hottest-brand-30-days-may-2019 [Accessed 21 Feb. 2020].
Reports.mintel.com. (2019). adidas announces new partnership with Beyoncé to relaunch Ivy Park. [online] Available at: https://reports.mintel.com/sinatra/oxygen/display/id=953242?fromSearch=%3Ffreetext%3Dadidas [Accessed 21 Feb. 2020].
Spencer, K. (2019). Russian fashion follows inward turn of politics. [online] Vogue Business. Available at: https://www.voguebusiness.com/companies/russia-domestic-fashion-brands-streetwear [Accessed 21 Feb. 2020].
Ivy Park (2020). Adidas x Ivy Park. [image] Available at: https://www.harpersbazaararabia.com/fashion/the-news/beyonce-drops-ivy-park-lookbook-images [Accessed 21 Feb. 2020].
CONFUSEDARIA 