Beyoncé teases swimwear for Adidas x Ivy Park
The latest collection was introduced in a campaign video shared on Instagram, which opened with the tagline “How do you flex?” over a beach backdrop, followed by the upcoming collection.
The underlining theme throughout the collection is a bright orange hue featured across bodysuits and bathing suits including sexy string bikinis, corset inspired one-pieces, mesh tops, and more. Rounding out the collection is a range of sport-ready styles such as shorts and crop-tops complete with Adidas’ signature stripes. True to the brand’s roots, the collection was featured on a series of diverse and size-inclusive models. A release date was not revealed.
The teaser video was preceded by a cryptic photo of a set of weights in an ’80s-themed room with the same tagline, “How Do You Flex?”.
Beyoncé first launched her Ivy Park brand with the fashion retailer Topshop back in 2016 and later assumed full ownership of the company in 2018. The superstar announced in April 2019 a partnership with the German sportswear giant and debuted her first Ivy Park collection for Adidas in January 2020. The last Adidas x Ivy Park collection was launched in February and was dubbed “Icy Park.”
The partnership was established as Adidas aimed to attract more female customers, as it lagged bigger rivals such as Nike and German competitor Puma, which saw its sales boosted by a collaboration with singer Rihanna that ended in 2018.
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