On April 4, 2019, Beyoncé announced a collaboration between that Ivy Park and Adidas. The collaboration marks the relaunch of the Ivy Park brand after severing ties with former retailer Topshop. In a statement released by Beyoncé on the official Ivy Park website, she states, "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. I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader." The new relaunch also aims to put out shoes, performance gear, and lifestyle apparel.
A week before the official launch of the collaboration, Beyoncé sent various orange boxes to celebrities and fans promoting the launch. The boxes ranged in size from full scale clothing racks with the most notable pieces to smaller boxes that included shoes. Celebrities who received the box include Ellen DeGeneres, Cardi B, Kendall Jenner, Ciara, Missy Elliott, Reese Witherspoon, and Hailey Bieber.
Hours after the pre-sale launch on January 17, 2020, the collaboration was officially sold out on Adidas' website. The line was available in select Adidas stores worldwide, as well as Bloomingdale's, Nordstrom, Foot Locker, and Finish Line locations in the United States, on January 18, but also quickly sold out. Many fans expressed their frustration and blamed Adidas' virtual "waiting room" for with not being able to purchase any items because of the short time it took to sell out. Matt Powell, a senior footwear analyst at NPD Group, says Ivy Park x Adidas could eventually surpass sales of other Adidas collaborations, including Yeezy by Kanye West.
