{"id":107515,"date":"2021-02-19T22:32:14","date_gmt":"2021-02-19T22:32:14","guid":{"rendered":"https:\/\/fin2me.com\/?p=107515"},"modified":"2021-02-19T22:32:14","modified_gmt":"2021-02-19T22:32:14","slug":"the-sibling-rivalry-behind-adidas-versus-puma","status":"publish","type":"post","link":"https:\/\/fin2me.com\/business\/the-sibling-rivalry-behind-adidas-versus-puma\/","title":{"rendered":"The sibling rivalry behind Adidas versus Puma"},"content":{"rendered":"<p><cite>New York (CNN)<\/cite>&#8220;Icy Park&#8221; is finally here. Beyonc\u00e9&#8217;s sports apparel brand Ivy Park x Adidas released its third collection of merchandise online Friday after nearly a month of teasing it on social media.<\/p>\n<p>The collection is full of &#8220;icy&#8221; colors including white, light blue, pink and multi-color ski tag prints, with items like a knit catsuit, latex dress and monogrammed track jacket. Most of the apparel comes in below $200, as does the footwear which includes updates to several existing Icy Park sneaker lines.<br \/>\nThe Icy Park goods went on sale online at 4 pm ET Friday, one day before they will appear in select Adidas stores globally.<\/p>\n<ul><\/ul>\n<p>It&#8217;s Beyonc\u00e9&#8217;s third collection since she inked a deal with Adidas in 2019. Her previous Ivy Park lines sold out within hours when they were released in January and October of last year.<\/p>\n<p><img decoding=\"async\" alt=\"Beyonc\u00e9 is seen wearing apparel from her latest Ivy Park x Adidas collection, which went on sale on February 19, 2021.\" class=\"media__image\" src=\"\/\/cdn.cnn.com\/cnnnext\/dam\/assets\/210219123141-02-beyonce-ivy-park-x-adidas---icy-park-large-169.jpg\"><br \/>\nQueen Bey&#8217;s brand has helped <span>Adidas<\/span> <span>(<span>ADDDF<\/span>)<\/span> capitalize on a national shift to athleisure wear, as many Americans working remotely from home turn to comfortable sweats and T-shirts rather than formal business apparel. Scarcity plus celebrity have been a winning combination for Adidas, which has been leveraging non-athlete stars like Pharrell Williams and Kanye West to collaborate on limited-release brands.<\/p>\n<p>Viral marketing has been a major part of the strategy to promote Ivy Park. Earlier this week, Beyonc\u00e9 and Adidas released a series of photos and videos featuring her daughter Blue Ivy Carter wearing the collection \u2014 which promptly became a top trending topic on Twitter. The brand also sent Ivy Park gear to celebrities and influencers like actress Taraji P. Henson and Black Lives Matter activist DeRay Mckesson.<\/p>\n<p><\/path><\/g><\/g><\/g><\/svg>  View this post on Instagram            <\/p>\n<p>A post shared by Beyonce\u0301 (@beyonce)<\/p>\n<ul><\/ul>\n<p>Adidas CEO Kasper Rorsted has credited Beyonc\u00e9 with helping to boost the retailer&#8217;s sales, describing her as &#8220;probably the most influential female entertainer in the world today,&#8221; during an investor and media day event in March.<br \/>\nAdidas&#8217; e-commerce sales jumped 93% year-over-year in its fiscal second quarter and 51% the following quarter \u2014 a bright spot in the company&#8217;s pandemic-economy struggles.<br \/>\nSource: <a href=\"https:\/\/edition.cnn.com\/2021\/02\/19\/business\/beyonce-ivy-park-adidas-icy-park\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">Read Full Article<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>New York (CNN)&#8220;Icy Park&#8221; is finally here. Beyonc\u00e9&#8217;s sports apparel brand Ivy Park x Adidas released its third collection of merchandise online Friday after nearly [&#8230;]<\/p>\n","protected":false},"author":3,"featured_media":107514,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The sibling rivalry behind Adidas versus Puma - Fin2me<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fin2me.com\/business\/the-sibling-rivalry-behind-adidas-versus-puma\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The sibling rivalry behind Adidas versus Puma - Fin2me\" \/>\n<meta property=\"og:description\" content=\"New York (CNN)&#8220;Icy Park&#8221; is finally here. 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