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Energy play of sports activities manufacturers places retailers on again foot | Enterprise

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.

In the latest sign of the battle between brands and retailers Adidas put its own websites and biggest stores at the top of the priority list, treating its loyal customers to Beyoncé’s collection a day earlier than anywhere else.

The world’s biggest sports brands are turning the screw by going head-to-head with the retailers that have long stocked their products and rely on

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