Icy Park” is finally here. Beyoncé’s sports apparel brand Ivy Park x Adidas released its third collection of merchandise online Friday 19th after nearly a month of teasing it on social media. The collection is full of “icy” colors including white, light blue, pink and multi-color ski tag prints, with items like a knit catsuit, latex dress and monogrammed track jacket. The collection features an array of apparel, footwear and accessories and is ‘bringing the streets to the slopes’ with ski-wear inspired items. Most of the apparel comes in below $200, as does the footwear which includes updates to several existing Icy Park sneaker lines. The Icy Park goods went on sale online at 4 pm ET Friday, one day before they will appear in select Adidas stores globally.

It’s Beyoncé’s third collection since she inked a deal with Adidas in 2019. Her previous Ivy Park lines sold out within hours when they were released in January and October of last year. The Ivy Park collections highlight diversity and versatility, with campaigns previously featuring actor and fellow icon Laverne Cox.  Indeed the collection is billed as being ‘designed for every body’ as it features a selection of oversized and fitted styles, with sizes ranging from extra small to four times extra large. It  includes tight, regular and oversized fits so you can shop for your preference, plus there’s also a number of gender neutral fits available.

Queen Bey’s brand has helped Adidas (ADDDF) capitalize on a national shift to athleisure wear, as many Americans working remotely from home turn to comfortable sweats and T-shirts rather than formal business apparel. Viral marketing has been a major part of the strategy to promote Ivy Park. Earlier this week, Beyoncé and Adidas released a series of photos and videos featuring her daughter Blue Ivy Carter wearing the collection — which promptly became a top trending topic on Twitter.

The brand also sent Ivy Park gear to celebrities and influencers like actress Taraji P. Henson and Black Lives Matter activist DeRay Mckesson. Adidas CEO Kasper Rorsted has credited Beyoncé with helping to boost the retailer’s sales, describing her as “probably the most influential female entertainer in the world today,” during an investor and media day event in March. Adidas’ e-commerce sales jumped 93% year-over-year in its fiscal second quarter and 51% the following quarter — a bright spot in the company’s pandemic-economy struggles. To buy  Ivy Park x Adidas new collection visit http://www.adidas.com

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 “The message for this campaign is to celebrate everyone’s uniqueness. “True beauty and power are born out of strength of character and defined from the inside out. There is no one standard of beauty.” Beyonce 

 

 

By AlizeLaVie 02/19/2021