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adidas and Beyoncé proudly reveal the primary product providing of their partnership, because the adidas x IVY PARK assortment, which contains gender-neutral efficiency gear, attire, and equipment, turns into accessible immediately.
Revealed in full for the primary time, each bit within the assortment is showcased as worn by the artistic visionary behind the collaboration: Beyoncé herself. Seen as an entire, this group of images is a strong visible reflection of Beyoncé’s sole possession of IVY PARK – one of many first black ladies to be the only real proprietor of an athleisure model.
This launch capsule assortment of adidas x IVY PARK celebrates energy, freedom and individuality for anybody who has the arrogance to take possibilities and stay freed from concern. Rendered in a vivid coloration palette of photo voltaic orange, maroon and ecru, types illustrate a piece ethic as relentless and modern as that of its creator.
Constructed for utility, layers equip the wearer with the instruments they have to be artistic and get their work performed, whether or not on the sphere, or on the road. Clothes lend themselves to versatile styling choices. Ethereal mesh panels meet second-skin compression materials for enhanced air flow and optimum efficiency. IVY PARK’s first ever footwear choices – a deep maroon iteration of Extremely Enhance, two daring Nite Jogger silhouettes with photo voltaic orange detailing and the brand new basic Tremendous Smooth 72 – reinterpret basic adidas silhouettes and incorporate modern lacing and hook methods permitting the wearer to clip the sneakers to a fitness center bag. Asymmetry and harness detailing improve the perspective all through.
The assortment’s values of inclusivity, neighborhood and variety are dropped at life in a brand new medium via a strong marketing campaign representing three pillars of expression, Energy, Freedom and Individuality. True to type for each adidas, the creator’s model and one of many world’s most celebrated visionaries herself, Beyoncé is joined in a sequence of putting photographs by a solid of artists, athletes and visionaries, all embodying this perfect of individuality as they stay freed from inhibition – unapologetically themselves.
The adidas x IVY PARK assortment is now accessible on-line at adidas.com, ivypark.com and from January 18th in choose shops. Gadgets are at present accessible in sizes XS – XL. Costs vary from $25 for equipment to $250 for outerwear.
About Parkwood Leisure
Parkwood Leisure is a movie and manufacturing firm, report label and administration agency based by entertainer and entrepreneur, Beyoncé in 2010. With places of work in Los Angeles and New York Metropolis, the corporate homes departments in music, movie, video, stay performances and live performance manufacturing, administration, enterprise growth, advertising, digital, artistic, philanthropy, and publicity. Below its authentic title, Parkwood Photos, the corporate launched the movie Cadillac Information (2008), by which Beyoncé starred and co-produced. The corporate has additionally launched the movie Obsessed (2009), with Beyoncé as star and government producer, the winner of the Peabody Award for Leisure, Lemonade (2017), and the Emmy®-nominated Homecoming: A Movie By Beyoncé (2019), which paperwork Beyoncé’s history-making efficiency on the Coachella Valley Music & Arts Pageant in 2018. Parkwood Leisure produced The Mrs. Carter Present World Tour (2013-2014), The Formation World Tour (2016), and the aforementioned “Homecoming” performances at Coachella (2018), and co-produced the ON THE RUN TOUR (2014) and ON THE RUN II (2018).
For press inquiries please contact
Beyoncé : Yvette Noel-Schure, Yns@parkwood-Ent.com
adidas : Maura Pezzotta, maura.pezzotta@adidas.com
Paul Wilmot Communications : Kathryn Stelmack, kstelmack@paulwilmot.com
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