Popeyes launched a limited-edition fashion collection inspired by the latest iteration of Beyoncé’s Ivy Park athleisure line, which the singer released in early January. Created in collaboration with Adidas, Beyoncé’s items sold out quickly and now Popeyes wants to give fans who missed their chance something nearly identical: branded streetwear in the fried chicken brand’s signature shades of maroon and orange.
When Beyoncé launched her collection, many tweeted saying the collection’s maroon-orange color scheme reminded them of Popeyes uniforms. So Popeyes acted fast and gave fans what they didn’t know they needed: Popeyes merch. The resemblance between both collections is fitting as Popeyes gave Beyonce a lifetime supply of chicken through a “Popeyes For Life” card.
The “That Look From Popeyes“ online shop is selling 10 different items including a uniform hooded jacket, tunic, khaki visor, short sleeve polo and crewneck T-shirt priced at $10-$40. Real Popeyes workers modeled the items for the digital lookbook and half the line has already sold out. Additionally, 100 percent of the proceeds are going to the Popeyes Foundation.
Popeyes swift reaction to its consumers’ tweets about Beyoncé’s athleisure line comes on the heels of the chicken sandwich wars. The social media showdown in summer 2019 between Chick-fil-A and Popeyes ended with Popeyes doubling its Twitter following.
Ever since, Popeyes has been quick to make pop culture-informed marketing plans at the drop of a hat. In December last year, the quick service restaurant (QSR) duct-taped its chicken sandwich to a canvas for a last-minute installation at Art Basel Miami Beach, which was listed at $120,003.99.
For its holiday push last year, Popeyes partnered with UglyChristmasSweater.com to sell an embroidered sweater featuring its popular chicken sandwich. According to Business Insider, after the sweater launched the page received more than six million visits and sold out in 14 hours.