Power play of sports brands puts retailers on back foot
The Times
03 February 2020
When Beyoncé launched her Ivy Park collaboration with Adidas last month there was little doubt that the “athleisure” range would be in demand, given her 139 million social media followers.
The question retailers were asking was whether Adidas would allow them access to the singer’s collection of maroon jumpsuits and athletic tops, and how much of her stock they would be allocated.
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