adidas and Beyoncé’s IVY PARK announce their newest collaborative assortment titled IVYTOPIA; a journey to find one’s personal nirvana, from the continuing adidas x IVY PARK inventive partnership.
As with earlier adidas x IVY PARK choices, this newest drop options distinct appears to be like with inclusive and gender-neutral sizing in trend kinds, efficiency gear, footwear, and equipment. The road is out there on-line at adidas.com on July 21st and July 22nd in choose shops, globally.
A transformative utopia awaits you in a frame of mind we name IVYTOPIA. The road explores the collective connection we share after rising from a interval of isolation. IVYTOPIA imagines the probabilities of this journey with each other, dreaming and exploring our infinite potential. Whether or not a seashore, mountain vary, or city oasis, the setting is limitless, so long as it makes you’re feeling eager for what’s but to return.
The Marketing campaign
This cinematic marketing campaign focuses on the common concept of being separated from the skin world in isolation – a chilly, artificial area with summary recollections visually flashing earlier than our solid. At its core, the idea is about discovering therapeutic by means of connection and sharing each other’s goals of escape to IVYTOPIA, whether or not that’s merely daydreaming or occurring a road-trip.
This theme is depicted as solid members emerge from a transformative expertise that’s frenetic and psychedelic, in addition to cathartic and empowering.
As our solid ventures out of isolation and into hyper-real nature, they uncover an outdoor world that not feels the identical. It’s a brand new starting for collective therapeutic and an exploration into our personal prospects. This marketing campaign is illustrated by means of enhanced lighting, daring but stark manufacturing design and elevated styling. IVY PARK makes use of this futuristic but surreal narrative to affirm the truth that by means of optimism and creativeness, we will create our personal IVYTOPIA.
Legendary and worldwide supermodels, Irina Shayk, Joan Smalls together with Harvey Newton-Haydon, Adut Akech and Alva Claire, are a part of the varied solid whose skills convey this transformative expertise to life.
The Assortment
Pure and supernatural inspiration mix seamlessly in a set that options putting swimwear and fashionable silhouettes created with each physique in thoughts. Colours embrace, quartz (off white), pyrite (silver), lapis lazuli (shock cyan), hawk’s eye (khaki) and jasper (photo voltaic yellow), a mystical crystal and floral-inspired print. By mixing pure and natural parts with futuristic particulars and shapes, the IVY PARK design language evolves to a different world. Textiles like printed energy mesh, metallic spandex, stretch twills, and French terry communicate to IVY PARK’s love of athleticism and trend. The daring crystal prints additional illustrate a really feel of serenity and ethereal magnificence, whereas a high-voltage coloration palette is a reminder of the sheer vibrancy of IVY PARK. The gathering’s distinctive materials are amplified by means of traces and cuts which can be summary but flattering. Equally targeted on childrenswear, this drop gives a big number of trend, swim and activewear for youths of all ages.
Equipment for the IVYTOPIA assortment mirror the attire’s inspiration and embrace a five-panel vast brim hat proven in each lapis and the crystal print that may be a recent tackle a solar hat constructed in a swimwear materials and that includes a removable Cuban hyperlink chain in addition to the now basic reversible IVP bucket hat, a hold all tote that’s outsized and multi-functional with detachable exterior pouch pockets. Additionally included is a 3-pack assortment of socks that embrace a quartz (off-white), lapis (shock cyan) and pyrite (silver) sock reflecting the gathering’s coloration palette.
IVYTOPIA footwear kinds embrace the long-lasting Stan Smith which has been re-worked with a daring and barely futuristic look, creating an aesthetic that’s outlined by contrasts. Moreover, there are each a brand new iteration of the Savage sneaker with intricate paneling and contours that take the highlight because of punctuating pops of coloration and an up to date model of the mule, accentuated with sharp traces with a light-mesh material that ties into the attire. The providing is rounded out with the Extremely Enhance in engineered knit which offers a lightweight contact by means of design and really feel.
IVYTOPIA is really about overcoming a attempting time collectively and embracing that mild on the finish of the tunnel with shining optimism in appears to be like that can transcend and elevate any event. It’s time to emerge and rediscover the world round you.
Notes to Editors
adidas x IVY PARK IVYTOPIA assortment consists of:
– adidas Stan Smith: $110
– adidas x IVY PARK Savage: $180
– adidas x IVY PARK Mule: $150
– adidas x IVY PARK Extremely Enhance: $200
– adidas x IVY PARK Swimwear: $45-$120 (together with coverups)
– Introducing adidas x IVY PARK Child’s Swimwear: $35-$65
– adidas x IVY PARK crystal print reversible bomber: $150
– adidas x IVY PARK pyrite (silver) metallic kinds; Value vary – $65 – $200
– 52 attire kinds (together with Inclusive Sizing), 7 equipment, 4 footwear kinds
– 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 $200 USD
– Materials together with energy mesh, metallic spandex, stretch twill, and French terry
KIDS
– 14 attire Kinds, 3 equipment, 2 footwear kinds
– Costs from $30– $120 USD
About Parkwood Leisure
Parkwood Leisure is a movie and manufacturing firm, file label, and administration agency based in 2010 by entertainer and entrepreneur Beyoncé. With places of work in Los Angeles and New York City, the corporate homes departments in music, movie, video, dwell performances and live performance manufacturing, administration, enterprise growth, advertising, digital, inventive, philanthropy, and publicity. Beneath its unique identify, Parkwood Footage, the corporate launched the movie Cadillac Data (2008), by 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 performance on the Coachella Valley Music & Arts Competition 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 life-style model based in 2001. With the adidas archive at its basis, adidas Originals continues to evolve the model’s legacy by means of its dedication to product innovation and its potential to filter the creativity and braveness discovered on courts and sporting arenas by means of the lens of up to date youth tradition. Marked by the long-lasting Trefoil emblem 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.
