More Black Girl Magic: Understanding The Full Impact Of Beyoncé’s Upcoming Adidas Launch

Category: 

Late last week, on April 4, sportswear giant Adidas announced via Instagram that they have partnered with Beyoncé for an upcoming launch. In a press release following the announcement, the globally-renowned brand stated that the partnership would bring fans signature shoes, clothing, and a relaunch of Beyoncé 's Ivy Park athleisure brand. Now before you do backflips in excitement, let’s take some time to unpack the full impact of this launch!

This Is A Stand Against Racism & Sexism

You may remember that Beyoncé’ s Ivy Park clothing line initially launched about three years ago, in collaboration with British fashion company, Topshop. Though the brand saw great success there, Beyoncé made the decision to buy out the rights to the clothing line from Topshop last fall— following allegations of both sexual harassment and racial abuse against Topshop Chairman Philip Green. Beyoncé successfully acquired full ownership of her Ivy Park brand last November, which also made her one of the first Black women to own an athleisure line.

More Representation For Women of Color in Sportswear

Now that Bey has partnered with Adidas, she’s also one of the few women of color who’ve had the opportunity to become creative partners with a major sportswear brand. Diversity and inclusivity are important in all facets of fashion, and progressive steps like this one break barriers! The duality of Beyoncé ’s identity is very important here, as she is making monumental moves for both women and people of color.

She’ll Put A Fresh, Unique, Creative Twist On Athleisure

By now, we should all know that everything Bey touches shall turn to gold! Ivy Park was always a groundbreaking, stylish, and innovative game-changer in the athleisure industry. Now, under new guidance with Adidas we can surely expect for Ivy Park to continue to shift the culture surrounding sportswear and athletic gear. In a statement from the press release, Beyoncé said, "This is the partnership of a lifetime for me. Adidas has had tremendous success in pushing creative boundaries. We share a philosophy that puts creativity, growth and social responsibility at the forefront of business."

She didn’t stop there though! Merely three days after the announcement of her Adidas partnership, Netflix posted a teaser onto their social media pages that many speculate is alluding to an upcoming Beyoncé special. The special is titled “Homecoming” and will allegedly be in correlation with Bey’s collegiate-themed Coachella performance from last spring. The special is set to release on April 17, which is also right in time for 2019’s Coachella festival.

It’s safe to say that while Beyoncé stays busy, fans must stay on their toes in anticipation for these exciting new projects!

written by: Olivia Walls

Making fitness fun since 2011 // PRETTY GIRLS SWEAT founder, Aeshia DeVore Branch, grew tired of the alarming obesity rates plaguing youth and set out to create a highly engaging, socially driven media platform that encourages girls to “make fitness fun” and “sweat with purpose”. Our fitness parties, digital content and inspiring apparel form a “Sweat Sisterhood” uniting women to raise awareness for childhood obesity and give back to under served communities. We’ve been featured on ABC, BET, and Essence as the “fitness destination for girls”, which we think sums us up! Want to join the PGS "Dream Team"? Send resume and cover letter to hi@prettygirlssweat.com. Follow @PrettyGirlSweat on Twitter and follow @PrettyGirlsSweat on Instagram! Join our "Sweat Sisterhood"! Text PRETTYGIRLSSWEAT to 22828.