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THE CAPSULE COLLECTION GETS TO THE HEART OF THE MATTER IN REDS, PINKS AND NEUTRALS, WITH BOLD LOOKS IN INCLUSIVE SIZES AND FOOTWEAR FOR EVERYONE
Herzogenaurach, Germany – January 28, 2022 – adidas and IVY PARK CEO Beyoncé announce IVY HEART, a brand new capsule assortment impressed by love, simply in time for Valentine’s Day, from the continuing adidas x IVY PARK inventive partnership.
As with earlier adidas x IVY PARK choices, this newest assortment options distinct seems with inclusive and in gender-neutral sizing in trend types, efficiency gear, footwear, and equipment. The road is offered on-line at adidas.com on February 9th and February 10th in choice shops globally.
The Marketing campaign
This cinematic marketing campaign focuses on the guiding thematic colour behind the gathering. Within the Western world, crimson is often related to love, romance and sensuality. Whereas within the East, crimson is attributed to luck and pleasure. Wherever you might be, it’s clear that this colour represents positivity. The idea is centered round bringing folks collectively from all completely different backgrounds via this one colour that’s sentimental to so many. This theme is illustrated via enhanced lighting, daring but minimal manufacturing design, elevated styling and most significantly the worldwide solid. Cultural cues from particular iconography and symbols are explored in visible motifs with sensitivity and intention. IVY PARK pays homage to numerous cultures impressed by this colour, incorporating crimson via a futuristic but genuine lens.
The marketing campaign is led by a various solid of fashions, together with actress and mannequin Karrueche Tran, mannequin and actor Tyson Beckford, singer/songwriter, actor Troye Sivan, mannequin and actress Shu Pei and actress/comic Naomi Watanabe.
The Assortment
Irrespective of the way you outline it, love – most significantly love of 1’s self – is on the core of IVY PARK’s latest drop. Daring and attractive seems are an integral a part of IVY HEART, which is aptly decked out in a spectrum of vibrant reds, playful pinks, and nuanced neutrals. In colours that embody Sweet Paint (Shock Pink), Lipstick Smudge (Crimson), Raspberry Beret (Energy Crimson), Crimson, Crimson Whine (Cherry Wooden) and Cheeks (Off-White), the road is punctuated by tactile supplies like velour, ribbed knit, and pretend latex. IVY PARK’s newest collaboration with adidas is additional complemented by efficiency materials and graphic prints, permitting ample designs to mix-and-match from work out to nighttime out.
The capsule assortment’s design touchpoints are rooted in Beyoncé’s love of athleticism and trend, merged with adidas’ efficiency and innovation. The references culminate in a group of silhouettes which might be sporty, fashionable, and above all, distinctive. Conceived round three pillars of basis, energetic, and trend, IVY PARK’s newest assortment is highlighted by the Velour Gown and Tracksuit, Fake Latex Puffer, Pique Jumpsuit and Sequin Duster. Equipment embody a 5-Panel Hat, a clutch and a Coronary heart-Lip Belt Bag.
Footwear consists of each on-the-court and off-duty fashions. The vary is highlighted by a brand new iteration of the traditional Stan Smith sneaker in Cheeks (Off-White), with a rubber dipped midsole. Moreover, the gathering introduces a brand new silhouette, the IVP Famous person Plim, a mule fashion shoe impressed by the enduring adidas Famous person in Cheeks (Off-White). The road additionally incorporates a new colorway of the IVP Savage sneaker in Cheeks (Off-White), a IVP swim slide in Lipstick Smudge (Crimson) and the Extremely increase in Sweet Paint (Shock Pink).
Accessible beginning February 9 on-line and February 10 in choose shops globally
Notes to Editors
- IVY PARK x adidas IVY HEART Drop 5.5 assortment consists of:
- The IVP Extremely Enhance priced at $200 USD
- The IVP Savage value at $180 USD
- The IVP Stan Smith priced at $110 USD
- The IVP Famous person Plim priced at $150 USD
- The IVP Swim Slide priced at $50 USD
- The IVP Sequin Duster priced at $300 USD
- The IVP Latex Parka priced at $250 USD
- The IVP Coronary heart-Lip Belt Bag priced at $90 USD
- The IVP Latex Baseball Cap priced at $40 USD
- 30 attire types, 10 equipment, 5 footwear types
- Unisex Common and Outsized matches
- Males’s Common and Tight matches
- Ladies’s Tight, Common, and Outsized matches
- Sizes from XXXS-XXXXL
- Costs from $30 to $300 USD
- Materials together with velour, ribbed knit, spandex, jacquard, and jersey
About Parkwood Leisure
Parkwood Leisure is a movie and manufacturing firm, document label and administration agency based by entertainer and entrepreneur, Beyoncé in 2010. With workplaces in Los Angeles and New York Metropolis, the corporate homes departments in music, movie, video, stay performances and live performance manufacturing, administration, enterprise improvement, advertising, digital, inventive, philanthropy, and publicity. Underneath its unique identify, Parkwood Photos, the corporate launched the movie Cadillac Information (2008), through which Beyoncé starred and co-produced. The corporate has additionally launched the movies Obsessed (2009), with Beyoncé as star and govt producer, the winner of the Peabody Award for Leisure, Lemonade (2017), 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, and the Emmy®-winning Black Is King (2020). 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).
About adidas Originals
Impressed by the wealthy sporting heritage of adidas – one of many world’s main sports activities manufacturers and a worldwide designer and developer of athletic footwear and attire – adidas Originals is a way of life model based in 2001. With the adidas archive at its basis, adidas Originals continues to evolve the model’s legacy via its dedication to product innovation and its skill to filter the creativity and braveness discovered on courts and sporting arenas via the lens of up to date youth tradition. Marked by the enduring Trefoil brand that was first utilized in 1972 and championed by those who proceed to form and outline inventive tradition, adidas Originals continues to prepared the ground because the pioneering sportswear model for the road.
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