Beyonce’s Ivy Park x Adidas just dropped a teaser video for her new modern-Americana capsule entitled “RODEO.” It’s inspired by the historied impact of Black cowboys and cowgirls in American Western culture and pays homage to the Houston native’s childhood visits to the rodeo. Dust off your cowgirl boots for this one…
“I grew up going to the Houston rodeo every year,” Beyoncé told Harper’s Bazaar. “It was this amazing diverse and multicultural experience where there was something for every member of the family, including great performances, Houston-style fried Snickers, and fried turkey legs.”
Knowles’ fourth athleisure capsule with Adidas takes a contemporary view on westernwear, by mixing denim and streetwear elements, denim monagrams and utiliterian zips and fasteners, to create elevated southern charm. It comes in 58 pieces of women’s and men’s clothing, 13 accessories, and 5 shoes with inclusive sizing ranging from XXXS to 4XL. It’s also Ivy Park x Adidas’s first collection to introduce a selection of silhouettes in children sizing, #IVYPARKKids, inspired by her love of outfit-coordinating on family vacations with Blue Ivy, Sir, and Rumi.
Highlights from what has been revealed of the collection so far include a purple cow hide corset and matching leggings set, denim bustier bodysuit, wide-leg Three Stripes snap denim track pants, pastel lilac sweatsuit, and of course some denim chaps. Ivy Park also introduces two new colorways of the IVP Ultra Boost in the “RODEO” collection, in creamsicle orange and denim blue, as well as two versions of Super Sleek “Chunky” sneaker and the Forum Mid sneaker in gray.
The campaign features singer Snoh Aalegra, model Paloma Elsesser, and country star Orville Peck alongside Queen Bey, decked out in only the flyest rodeo attire.
“We were inspired by the culture and swag of the Houston rodeo,” said Knowles.
Black men and women are often overlooked in the history of the American west and in pop culture representation, where, in fact, historians estimate that one in four cowboys was Black. Texas was established cattle country since its colonization by Spain in the 1500s, and by the 1800s, served as land for millions of cattle to graze. White American settlers brought their slaves to the state to open farms, despite the Spanish government’s opposition. During the civil war, while Texas ranchers were away fighting for the Confederacy, the slaves were depended upon to care for the land and cattle herds, and throughout this period, became invaluable to the post-war cattle industry. After slavery was emancipated, Black cowhands then worked as cheap labor, one of the few job opportunities open to men of color at the time.
“Many of them were originally called cowhands, who experienced great discrimination and were often forced to work with the worst, most temperamental horses,” said Knowles, “They took their talents and formed the Soul Circuit.”
The “Soul Circuit” was a loose schedule of minority rodeos in the rural cattle-herding towns in the Texas Gulf region during the 1940s. From these events, The Southwestern Colored Cowboys Association (SCCA) was formed in the late 1940s by black cowboys to create a minor league for aspiring African American cowboys to compete in rodeo events without having to face discrimination. “Through time, these Black rodeos showcased incredible performers and helped us reclaim our place in western history and culture,” she says.
View the full teaser video for the cowboy capsule below.
IVY PARK X Adidas “RODEO” collection launches August 19th on adidas.com, followed by a global release on August 20th in select stores.END
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createdAt:Wed, 11 Aug 2021 14:51:44 +0000