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South Africa leads worldwide online conversation for Beyonce’s Ivy Park x Adidas

On January 18, Beyonce dropped her first-ever 'Ivy Park x Adidas' collection which sold out in minutes in major stores worldwide, with South Africa taking the lead, all thanks to a well-thought-out campaign which included a celeb gifting spree fronted by Hollywood megastars, Cardi B and Ellen DeGeneres.

The (hasgtag) #adidasxIVYPARK trended worldwide on social media throughout the day, with South Africa becoming the second country to dominate online conversations.

According to a report by media intelligence firm, Meltwater, over 15 000 social media mentions were recorded across Instagram, Twitter and Facebook since the start of the campaign early this month.

Although this was a global launch, South Africa was the second country dominating social media mentions about ‘#adidasxIVYPARK’.


Beyonce first announced a collaboration with Adidas in April 2019 and now, just under a year later, the collection has come to life, sending millions of Beyhives and athleisure fans world into a frenzy, as they scramble to get their hands on the collection.

On January 9 and 10, the music star shared teaser images and videos of the much-anticipated collection on social media, sparking a never-before seen buzz on social media worldwide.

On January 9 alone, the campaign had reached 143 million people, which grew to 225 million people the next day, January 10.  

Number of Social Reach vs Social Volume globally

As celebrities began to share their unboxings from the #adidasxIVYPARK collection in the following week, the internet was again sent into a frenzy when the likes of Yara Shahidi, Laverne Cox and Reese Witherspoon shared images of the press drops containing the entire collection. 

Finally, on the day of the launch, over 15 000 social media mentions were talking about ‘#adidasXIVYPARK’ worldwide, with Beyoncé sharing a 5 minute video of her modelling every clothing 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 #adidasxIVYPARK items, and once made available, the collection sold out in a matter of minutes in other major stores worldide. 

While the USA topped social media conversations (20.92%), South Africa was the second country (7.21%) to mention the hashtag the most on social media, following an in store launch that took place at the adidas Original store in Sandton, Johannesburg. 

S.Africans goes gaga over #adidasxIVYPARK

1 985 social media posts mentioned the hashtag in South Africa, with a tweet from local artist, Busiswa Gqulu, garnering thousands of likes for the Beyonce-inspired images she shared. 

As the second country in the world to talk about ‘#adidasxIVYPARK’ the most on social media, it comes as no surprise that the collection sold out within a day on

Trending themes on ‘#adidasxIVYPARK’ in South Africa include ‘Queue at adidas Originals store’ which refers to the line of customers waiting to purchase items at adidas store in Sandton, and ‘Ivy Park drop’ which refers to this particular store being the only physical store to participate in the global launch of ‘#adidasxIvyPark’. 

Trending Themes on #adidasxIVYPARK in South Africa

Much like the rest of the Beyhive, South Africans have also shared their feelings on #adidasxIVYPARK on social media, where 90% of mentions were positive on the day of the launch. 

Sentiment Analysis, in Numbers, of #adidasxIVYPARK in South Africa

From wanting every piece of the collection, to adding some South African humour to the day, the data shows that South Africans felt the exciting sting of Queen Bey and her #adidasxIVYPARK collection, just like the rest of the world did. 

*For the latest brand focused South African news and consumer insights from around the world, click here

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