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Beyoncé's much-hyped 'Icy Park' Adidas apparel is finally here

February 19, 2021. Summarized by summa-bot.

Compression ratio: 65%. 1 min read.

"Icy Park" is finally here. Beyoncé'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.

Beyoncé'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.

Most of the apparel comes in below $200, as does the footwear which includes updates to several existing Icy Park sneaker lines.

The Icy Park goods went on sale online at 4 pm ET Friday, one day before they will appear in select Adidas stores globally.

It's Beyoncé'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.

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.

Earlier this week, Beyoncé and Adidas released a series of photos and videos featuring her daughter Blue Ivy Carter wearing the collection — which promptly became a top trending topic on Twitter.

The brand also sent Ivy Park gear to celebrities and influencers like actress Taraji P.

Adidas CEO Kasper Rorsted has credited Beyoncé with helping to boost the retailer's sales, describing her as "probably the most influential female entertainer in the world today," during an investor and media day event in March.

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