Adidas is banking on Beyonce for growth with her Ivy Park athletic wear line debut.
Adidas says the deal, the terms of which weren't released, makes Beyonce the first black women to be the sole owner of an athleisure brand.
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 sixth-most-followed person globally, according to a November research note by Bank of America Merrill Lynch.
"Initially, Ivy Park will be smaller than Yeezy, but Ivy Park has the potential to be larger, if managed properly," says Matt Powell, a senior footwear analyst at NPD Group.
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