So, Beyoncé’s new Adidas x IVY PARK collection is ALREADY sold out

I’m happy to be broke for this.

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The Beyhive has been buzzing, and it’s time to pull out your purses because Adidas x IVY PARK is here. Ivy Park launched across the world on 18 January and it has been a huge success in terms of fan support and purchases.

 

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IVY PARK January 18

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The buzz around Beyoncé’s new Ivy Park collection

Beyoncé first announced a collaboration with Adidas in April 2019 and now, just under a year later, the collection has finally come to life. On 9 and 10 January, Beyoncé shared teaser images and videos of the much-anticipated collection on social media, sparking major buzz on the internet.

Celebrities began to share their unboxings from the #AdidasxIVYPARK collection the following week, and the internet was sent into a frenzy *again* when the likes of Yara Shahidi, Laverne Cox and Reese Witherspoon shared footage of opening up their rather, errr, large (it was an entire rail of clothing!) press drops containing the *entire* collection.

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ADDIDASXIVYPARK PEEK?

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According to Meltwater, since the start of the campaign early this month, there’s been a total of 15 000 mentions across social media in just South Africa — literally everyone and their was talking about ‘#IvyParkXadidas’ worldwide. Beyoncé even shared a 5-minute video of her modelling every item in her collection on her Instagram Stories.

From the clothes and shoes, to the overall rollout of the campaign, the internet couldn’t wait to get their hands on the items, and once available, the collection sold out in a matter of hours.

Meltwater also found that, while the USA topped social media conversations (20.92%), South Africa came a close second (7.21%) with the amount of times the #adidasxIVYPARK hashtag was posted, following an in-store launch that took place at the Adidas Originals store in Sandton, Johannesburg.

Trending themes on ‘#adidasxIVYPARK’ in South Africa include ‘Queue at Adidas Originals store’ referring to the line of customers waiting to purchase the goods at Adidas store in Sandton, which was the only store in SA to physically drop the collection.

Here’s a recap of some of the *fire* pieces

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Twitter’s thoughts will make you LOL

The Queen does not disappoint.

Feature image: @beyoncé

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