German sports company Adidas announced its second-quarter earnings results today (August 8, 2019) and during the question and answer period, CEO Kasper Rørsted was asked about details on the brand’s coming collaboration with Beyoncé and Ivy Park, a partnership first announced in April 2019.
Not surprisingly, the CEO was very tight-lipped about the project though he did note Beyoncé offerings would launch this year. Rørsted explained, “We’ll start seeing the first parts this year. Part of the way we actually drive brand heat and excitement around Beyoncé, Pharrell and Kanye is also the element of surprise. We are building product right now.”
And though Beyoncé’s collection will launch in 2019, Rørsted indicated initial drop quantities will be small when he noted, “You should assume it will have limited revenue impact this year.”
According to our own source, Adidas plans to create two lines. There will be shoes and apparel made in collaboration with Beyoncé that will be more elevated and limited while Adidas will use the Ivy Park line to create items that will be more widely available and affordable.