Beyoncé and Adidas are joining the Black Cowboy revival. The superstar and the athletics and fashion giant are preparing to release Ivy Park Rodeo, the fourth Ivy Park offering, Adidas announced on Friday (Aug. 6).
“Inspired by the inimitable style and undeniable influence of Black cowboys and cowgirls, the ‘IVY Park Rodeo’ collection celebrates the formidable impact of Black men and women on American Western culture,” an Adidas news release states. “The collection celebrates the oft-hidden history of Black pioneers within cowboy and cowgirl culture and their continued influence and impact on the American Rodeo.”
The Rodeo collection includes 58 apparel styles and five footwear styles for adults, along with 13 accessories, according to the announcement. Features include “unique denim monograms and bold purple glow cow prints.” Clothing options include a “denim body suit,” a “wide-leg snap pant,” a denim tracksuit and a hoodie and sweatpants made from French terry.
For customers who will wear their new acquisitions out on the range, the collection includes denim chaps, a denim bucket hat and shoes made to look as if they were fashioned from denim.
The announcement comes amid two complementary trends: African-American history drawing new interest from corporate America and the entertainment establishment and attendance at athletics events and gyms showing continued recovery from initial COVID-19-related shutdowns.
While chaps might be the ultimate outerwear, Adidas is also expanding its participation in the underwear market, the company announced in June. The company reached an agreement that will have Israeli private-label clothing manufacturer and distributor Delta Alil Industries Ltd. selling Adidas-branded underwear.
The sales are scheduled to begin in spring 2022 in many of the world’s larger markets, though only women’s underwear will be sold in North America.