Adidas and Beyonce to launch gender-neutral collection

Adidas and Beyonce to launch gender-neutral collection

Adidas will start selling a new collection designed with singer Beyonce on January 18 in a relaunch of her Ivy Park brand that includes shoes, clothes and accessories, mostly in maroon, orange and cream. Elle’s January cover featuring Beyoncé wearing the new collection Adidas described the collection as gender neutral. It includes jumpsuits, cargo pants, hoodies and cycling shorts, mostly featuring signature Adidas triple-stripes. The German sportswear brand announced it was teaming up with the singer in April to relaunch the Ivy Park brand Beyonce started in 2016 together with British fashion chain Topshop. The company did not give financial details. The partnership comes as Adidas seeks to attract more female customers, an area where it has lagged bigger rival Nike and German competitor Puma, which saw its sales boosted by a collaboration with singer Rihanna ended last year. Adidas has eroded Nike’s dominance of the U.S. market in recent years, helped by partnerships with celebrities like Kanye West and Pharrell Williams, but Nike has been growing faster in China and Europe, a trend that continued in the latest results. Ivy Park said last year Beyonce had bought the fitness clothing brand from Topshop.