When Adidas announced its multi-year partnership with Beyoncé last April, it marked a new foray for the superstar — it’s the first time Queen Bey has stepped foot into the sneaker market, a place where her contemporaries like Kanye West, Pusha T, Travis Scott and even husband Jay-Z have flourished.
Although footwear is new territory for the Queen, sportswear is not. Beyoncé co-founded her activewear brand Ivy Park in 2016 alongside Philip Green, the owner of London-based fashion retailer Topshop. It specializes in sportswear with a chic twist, which includes an assortment of tops, bottoms, swimwear and accessories.
Yet in 2018, Beyoncé and her company Parkwood Entertainment severed ties with Green following allegations of sexual harassment. The move resulted in the superstar buying out Green’s share of the company and obtaining full ownership of the brand — a move that allowed Ivy Park to grow into one of the most coveted athleisure brands to date.
Thanks to this new venture with Adidas, Ivy Park has a home that will improve its production of clothes, quality control and overall output. Most importantly, it gives Beyoncé an opportunity to have direct influence within the sneaker community. Beyoncé was also named a creative partner with the brand, giving her the opportunity to design outside the Ivy Park collaboration. But before then, the entertainer revealed last month that her debut Ivy Park x Adidas collection will launch on Jan. 18.
There will be four different sneakers within the upcoming collection: Fans will be able to get their hands on a pair of Ultra Boosts, two colorways of the Nite Jogger, and the Sambarose designed by Beyoncé. All of the sneakers feature the Ivy Park logo and a maroon, solar orange, and cream color palette used throughout the new line. Beyoncé creatively deconstructs the classic Samba silhouette with this first of three sneakers to drop from the line. The updated model features a leather body with light gray suede toe caps placed atop a thick platform gum sole.
The reception following the announcement has been impressive: Beyoncé’s Instagram post of the Sambarose model clocked in over 1.3 million likes alone, and the inspirational campaign trailer was viewed over 3 million times on her page. There hasn’t been any word on whether the sneakers will be a limited release like Kanye West’s first run with his Yeezy line in 2015, but you can expect diehard fans and sneakerheads alike to go after these kicks just off the strength of Beyoncé’s name alone.
The collaboration between one of the biggest music icons and one of the world’s leading sportswear companies is a move that greatly benefits both parties. Since 2013, Adidas has been chasing the sportswear behemoth of Nike with its innovative Boost technology and several music-adjacent collaborations, with artists like Pharrell Williams and West, whose Yeezy collection is still a hot commodity for the brand.
For Beyoncé, the deal gives her a new space for her to fully flesh out the ideas she has for Ivy Park, and cultivate a new fan base in the sneaker community. She also announced the line will be unisex, which adds even more hype and inclusivity to this deal. Pricing hasn’t been revealed yet, as Adidas is keeping a tight lip on this collection. Something tells us that lack of details won’t lead to a lack of interest, though.