We’re less than 24 hours away from the full release of Beyoncè’s Ivy Park collaboration with Adidas and fans are beyond ready, thanks to her brilliant orange box preview.
The entertainer and businesswoman gifted her family and celebrity pals with treasure trunks of goodies. From Solange to Yara Shahidi, celebs shared pieces from the collection on social media this week. Adidas announced its multi-year partnership with the mogul last April, making history in the process. The singer is the first black woman to be the sole owner of an athleisure brand. Bey took the steps to own the brand entirely after her initial collab with Topshop in 2016 by purchasing the shares of Phillip Green after sexual harassment claims were filed against him.
“It’s a dream come true to re-launch IVY PARK as the sole owner,” Beyonce said in a statement. It’s her first collaboration with adidas but not her first time building buzz for a product. The legend cleverly shared the mysterious orange boxes in all shapes in sized to her friends, thus creating quite the conversation on social media.
Ivy Park is also creating bigger conversations in the corporate world. According to a November research note by Bank of America Merrill Lynch, Ivy Park’s sales can slowly surpass Kanye West’s Yeezy line.
“In-line with adidas approach on other franchises, we would expect there to be a low volume, high priced launch … to create brand heat and in the following years the brand will likely become more democratized,” the note says.“Initially, Ivy Park will be smaller than Yeezy, but Ivy Park has the potential to be larger, if managed properly,” says Matt Powell, a senior footwear analyst at NPD Group.
We love to see it.
See the celebs bask in their Ivy Park glory below.
Tina Lawson
Reese Witherspoon
Janelle Monae
Hailey Bieber
.@haileybieber unboxing her #adidasxIVYPARK package. pic.twitter.com/Y3rcxIDhCe
— BEYONCÉ LEGION (@BeyLegion) January 15, 2020
Kelly Rowland
.@KELLYROWLAND unboxing her #adidasxIVYPARK package. pic.twitter.com/vGqwwnZrnl
— BEYONCÉ LEGION (@BeyLegion) January 16, 2020
Yara Shahidi
Scottie Beam
Ellen DeGeneres
Thank you, @Beyonce. I love my big orange box. Your new clothes are really cool too. #adidasxIVYPARK @adidas pic.twitter.com/ecTxZ5o0CG
— Ellen DeGeneres (@TheEllenShow) January 15, 2020
Missy Elliott
Thank you so much @Beyonce I am soooooooo humbly grateful you are a GEM! Lol the box was so big I was scared to open I thought a whole human was gonna jump out but this FYE sis #IVYPARK I LOVE IT! pic.twitter.com/hJbrfDWvXL
— Missy Elliott (@MissyElliott) January 16, 2020
Diplo
.@diplo unboxing his #adidasxIVYPARK package. pic.twitter.com/D2BKKVzLBw
— BEYONCÉ LEGION (@BeyLegion) January 14, 2020
Zendaya
Zendaya has gotten her Ivy Park box….#IvyParkXAdidas #IvyPark #adidasxIVYPARK #adidas pic.twitter.com/fLYdYAVyWn
— Yoncé Headlines (@YonceHeadlines) January 15, 2020
Kim Kimble
View this post on Instagram
Thank you @beyonce @weareivypark @adidas for this drip and I’m going to buy some as well
Rita Ora
Rita Ora out and about in her Ivy Park x Adidas wear. pic.twitter.com/hFt4OQjE4v
— Beyoncé, Period! (@ourhermitage) January 16, 2020
Quincy
Diddy’s son, Quincy, also got a box of the upcoming Ivy Park/Adidas collection, officially dropping on the 18th of January, 2020 pic.twitter.com/rUJOWgy2l4
— Beyoncé, Period! (@ourhermitage) January 12, 2020
Cardi B
Laverne Cox
https://twitter.com/BeyLegion/status/1216405687862988806
View this post on Instagram
Michelle Williams
Solange
Solange getting the Ivy Park x Adidas from her sis pic.twitter.com/G2bRO2lTYc
— | IVY PARK X ADIDAS ON JAN 18th (@beysarayonce) January 15, 2020
Kendall Jenner
Kendall Jenner got a Ivy Park box…#IvyParkXAdidas #IvyPark #adidasxIVYPARK #adidas pic.twitter.com/79LGysUZBp
— Yoncé Headlines (@YonceHeadlines) January 17, 2020
Keke Palmer