German athletic brand Adidas announced its third-quarter results today (November 6, 2019) and as has become par for the course on every earnings call since the Beyoncé partnership was announced earlier this year, CEO Kasper Rørsted was asked about launch timing, and once again he confirmed product is set for a 2019 launch.
While the CEO wouldn’t provide exact timing, he said product is arriving in 2019, narrowing down the window to the final two months of the year. Using common sense, one has to assume the brand will time the launch in November to help put an engine behind holiday demand.
While confirming collaborative product is coming he also reiterated the size of the 2019 launch would not be significant enough to impact Adidas’s balance sheet.
“Yes, you should assume that you will see some products in fourth quarter [October-December 2019],” Rørsted explained and then added, “They will not have any relevant revenue impact because we are launching around two brands: we’re launching around Ivy Park and then Beyoncé Adidas.” Rosted didn’t detail whether just one or both of the brands will launch this year.
And while the size of the 2019 launch will be limited, fans can rest assured there will lots more coming in 2020. “You’re going to see several launches coming out, but they have no substantial revenue impact and this has been part of the plan all the time, You will see that change next year,” he said.
When asked for details on the scope of the Beyoncé Adidas campaign, he noted, “We’re not going to disclose the details of how and when and with which magnitude we’re gonna push the Beyoncé product into the market place. But what you can be assured of is that the primary vehicle for the launches will be a digital vehicle.”
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