You've probably already logged onto the Adidas website, ready to shop and adorn yourself with Black cowboy and cowgirl history with the latest Adidas x Ivy Park Rodeo collection.
Inspired by the untold stories and memoirs of America’s Black cowboys and cowgirls, the world’s most famous Texan unearths the generational legacy of cowboy, cowgirl, and horse ranch culture in America’s Black communities with Emmy-winning actor Glynn Turnman (Fargo, Queen Sugar, How Stella Got Her Groove Back, The Wire, How to Get Away with Murder) a real-life cowboy and horse ranch owner, and his granddaughter, Melinda Siegel – also a cowgirl and horse riding devotee.
In the campaign, the duo share their love for being American Black Cowboys, with Melinda already set to share what her grandfather taught her with her own daughter.
The campaign, another labour of love from Beyoncé, also features her mother, Tina Knowles Lawson, and musician, Snoh Aalegra.
The Adidas x Ivy Park Rodeo range includes adult apparel styles, different footwear styles, accessories, and a kids collection.
To have a kids collection is a strong indicator of the star’s tender history with her home state of Texas, and the desire to share it with future generations. This tenderness is not only demonstrated on her latest cover for Harper’s Bazaar, but ranges back all the way to her 2006 B’ Day album.
Her music video for Suga Mama has shots of her riding a mechanical bull – a standard Texan pastime. The music video for No Angel, off her fifth self-titled album, Beyoncé, showcases deep Texas and cowboy culture ranging from her snow-white cowboy hat matched with a glam coat; Black men on horses; cars mounted with ox horns, driven by people of colour, including Mexicans – who introduced America to cowboy culture; and barbers styling customers with WARD, representing Third Ward of Houston where Beyoncé was born. This makes the video a graphic and aesthetic accolade to Houston.
Another Texas nod to look out for seen are her Daisy Dukes (very short, tight, denim cut off shorts, popular with young women in the American South) in her first ever music video as a solo artist, Crazy in Love.
The #AdidasxIvyParkRodeo launched in South Africa on Thursday,