18 January saw the relaunch of Beyoncé’s athleisure brand Ivy Park, in collaboration with Adidas, to the delight of the singer’s loyal fanbase commonly referred to as the ‘Beyhive’.
According to global media intelligence company Meltwater, which tracked social media sentiment around the launch, more than 15,000 social media mentions occurred across Instagram, Twitter and Facebook this month. While this was a global launch, South Africa was the country with the second-most social media mentions about ‘#adidasxIvyPark’.
— Ivy Park (@WeAreIvyPark) January 9, 2020
Beyonce first announced a collaboration with Adidas in April 2019 and now, just under a year later, the collection has come to life.On 9 and 10 January, Beyonce shared teaser images and videos of the anticipated collection on social media, generating buzz on the internet. On 9 January, 143 million people viewed these teasers, while 225 million did on 10 January.
As celebrities began to share their unboxings from the #adidasxIvyPark collection the following week, the internet was again sent into a frenzy when the likes of Yara Shahidi, Laverne Cox and Reese Witherspoon opened up large press drops containing the entire collection.
Finally, on the day of the launch, more than 15,000 social media mentions referred to ‘#adidasxIvyPark’ worldwide, with Beyonce sharing a 5 minute video of her modelling every clothing item in her collection on her Instagram Stories
— BEYONCÉ LEGION (@BeyLegion) January 17, 2020
Fans seemingly couldn’t wait to get their hands on #adidasxIvyPark items, as once made available, the collection sold out in a matter of hours.
While the USA topped social media conversations (20.92%), South Africa was in second place (7.21%) as the country to mention the hashtag the most on social media, following an in-store launch that took place at the Adidas Originals store in Sandton, Johannesburg.
According to Meltwater, 1,985 social media posts mentioned the hashtag in South Africa, with a tweet from local artist, Busiswa Gqulu, garnering thousands of likes for the Beyonce-inspired images she shared.
— Busiswa Gqulu (@busiswaah) January 18, 2020
As the country with the second-most mentions of #adidasxIvyPark on social media, it comes as little surprise that the collection sold out within a day on shop.adidas.co.za.