Adidas is banking on Beyonce for growth with Ivy Park athleticwear line debut

Adidas is banking on pop icon Beyonce, who's dominated the airwaves for more than two decades, to do the same for the company with her new adidas x Ivy Park athletic wear collection, which makes its debut in adidas stores and online at midnight.

Sneaker brands have increasing been using celebrities of all kinds, not just athletes, to endorse their products in recent years.

Beyonce's Ivy Park collection originally rolled out in 2016 with Topshop, but the singer pulled the line after sexual harassment claims were filed against owner Sir Philip Green. Beyonce fully acquired full control of Ivy Park brand by purchasing back shares from Green a year later. Analysts like the deal and think Ivy Park could eventually surpass Yeezy's sales, but say it could take time to fully develop.Queen Bey, one of the most recognizable celebrities in the world, has more than 133 million social media followers on Instagram, the 6most followed person globally, according to a November research note by Bank of America Merrill Lynch.

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