Ivy Park

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IVY PARK
TypePrivate
IndustrySportswear, apparel
FoundedMarch 31, 2016; 5 years ago (2016-03-31)
FounderBeyoncé
Sir Philip Green
HeadquartersNew York, New York
Area served
Worldwide
ProductsSportswear
OwnerBeyoncé
ParentParkwood Entertainment
Websitewww.ivypark.com

Ivy Park is an athleisure clothing line owned, managed and operated by American singer Beyoncé through her management company Parkwood Entertainment, introduced in 2016.[1][2][3]

History[]

Originally co-founded between Beyoncé and Sir Philip Green, Ivy Park launched a joint venture with Topshop in October 2014, and operated under the company Parkwood Topshop Athletic Ltd.[4] Initially set for the fall of 2015, Ivy Park's launch was pushed back to the spring of 2016,[5] with an official launch date of April 14, 2016 for in-store and online retailers.

On March 31, 2016, Beyoncé announced the new line by revealing two covers for the May issue of Elle magazine. The issue includes an in-depth interview where Beyoncé shares her goals for the brand and its focus on women.[6] Explaining that she hopes to "push the boundaries of athletic wear and to support and inspire women who understand that beauty is more than your physical appearance".[7] That same day, Beyoncé also released a promotional video, titled "Where is your park" which gives viewers a look into her workout routine along with samples of the coming clothing line. Additionally included was the brand’s origin story and the significance of its name: Ivy, representing her daughter Blue Ivy Carter, and Park, representing Parkwood Park in Houston where Beyoncé used to go to exercise and find personal strength.[6] She elaborated in the video:

I would wake up in the morning, and my dad would come knocking at my door, telling me it's time to go running. I remember wanting to stop, but I would push myself to keep going. It taught me discipline. And I would think about my dreams. I would think about the sacrifices my parents made for me. I would think about my little sister and how I was her hero. I would look at the beauty around me, the sun shining through the trees. I would keep breathing. There are things I'm still afraid of. When I have to conquer those things, I still go back to that park. Before I hit the stage, I go back to that park. When it was time for me to give birth, I went back to that park. The park became a state of mind. The park became my strength. The park is what made me who I am. Where's your park?[6]

The sportswear line includes tops, bottoms, swimwear, and accessories that range from $30 to $200.[8]

On November 14, 2018, Parkwood Entertainment acquired total ownership of the Ivy Park brand away from co-founder Green following allegations of sexual harassment and racial abuse.[9]

Ivy Park x Adidas[]

Ivy Park and Adidas have collaborated on several collections with the company site boasting the "[unity of] two iconic brands, celebrating their heritage while creating uniforms of power,” in January 2021.[10] Matt Powell, a senior footwear analyst at NPD Group, speculates that Ivy Park x Adidas could eventually surpass other Adidas collaborations in sales, including Yeezy by Kanye West.[11][12]

Drop 1[]

On April 4, 2019, Beyoncé announced the first collaboration between Ivy Park and Adidas.[13] This partnership marked the relaunch of the Ivy Park brand after severing ties with retailer Topshop. In a statement released on the official Ivy Park website, Beyoncé shares, "This is the partnership of a lifetime for me... Adidas has had tremendous success in pushing creative boundaries. We share a philosophy that puts creativity, growth and social responsibility at the forefront of business. I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader."[14] The relaunch also aimed to put out shoes, performance gear, and lifestyle apparel.[15]

Promotion[]

A week before the official launch of the collaboration, Beyoncé sent various orange boxes to celebrities and fans to promote the line. The boxes ranged in size from full-scale clothing racks with the most notable pieces to smaller boxes that included shoes. Some celebrities who received a box include Ellen DeGeneres, Angela Bassett, Kendall Jenner, Ciara, Missy Elliott, Reese Witherspoon, and Hailey Bieber.[16][17]

Reception[]

Hours after the pre-sale launch and 6 minutes after the main launch on January 17, 2020, the collaboration officially sold out on Adidas' website,[18] with the collection's popularity reportedly crashing the website multiple times.[19] The line was available in select Adidas stores worldwide, as well as Bloomingdale's, Nordstrom, Foot Locker, and Finish Line locations in the United States, on January 18, but also quickly sold out.[20] Many shoppers expressed their frustration on social media blaming Adidas' virtual "waiting room" for not being able to purchase any items due to how quickly merchandise sold out.[21][22][23]

Drop 2[]

On October 19, 2020, Beyoncé posted a cryptic image on her Instagram page, reading "This Is My Park" with the four-word caption "DRIP 2 October 30". Beyoncé modeled for the cover of British Vogue's December 2020 Issue featuring Ivy Park x Adidas Drip 2 photographed by 21-year old Kennedi Carter.[24] The second collection was inspired by 1980s camp and aerobics workout tape aesthetics, with the collection released in five different color palettes: real coral "Coral Lake", mesa "Honey Drip", yellow tint "Canari", dark green "De-grassy" and green tint "Azure".[25][26] A second surprise sub-collection, known as "Drip 2.2" or "The Black Pack" that came in black and mesa colors only, was announced and released days after the first.[27][28]

Promotion[]

Much like the first collection, the brand sent out a variety of boxes in different sizes to celebrities, influencers, and fans. The boxes were covered with an image of a bright and colorful mountain range, similarly used to announce the line on social media platforms. Some celebrities who received the box include Mo'Nique, Kerry Washington, Janet Mock, and Kehlani[29]

Reception[]

The collaboration also sold out on Adidas' website, as well as on retailers such as ASOS. Fans also expressed frustration again in being unable to purchase items from this collection due to the waiting room or resellers.[30]

Drop 3[]

On January 24, 2021, the Ivy Park official Instagram page posted a cryptic teaser with a winter theme featuring models posing in different apparel and flashes of different shoes, ending with a simple "COMING SOON" caption. Days later, on February 5, 2021, Adidas announced the third collection, “Icy Park", where the collection will "[infuse] alpine silhouettes with faux shearling and performance towel terry materials, adding texture for the quintessential cozy vibe." Select apparel will also feature new brand logo monograms.[31]

Promotion[]

The brand also sent out various gift packages to celebrities and influencers, but this time shoes were sent out in chests made of frozen ice. Celebrities such as Lil Yachty and Gucci Mane received such packages.[32] Throughout the month of February 2021, ice sculptures were temporarily erected in locations around New York City to promote the collection, with one being installed in Domino Park, and another two days later in Bryant Park.[33]

Controversy[]

In early April 2019, after the launch of Ivy Park's collaborative line with Adidas, news broke that Beyoncé had reportedly "ended a potential partnership with Reebok because the pitch team lacked diversity."[34] Nick DePaula of ESPN said that “She had a meeting at Reebok and they had a whole presentation of everything [...] and she kind of took a step back and said: ‘Is this the team that’ll be working on my product?’ [...] ‘Nobody in this room reflects my background, my skin colour, and where I’m from and what I want to do.”[35] Reebok has since "vehemently denied" the claims, stating through a spokesperson that "The report that Beyoncé walked out of a meeting with Reebok due to lack of diversity is categorically false. Our discussions with Beyoncé and her team continued for several months after our initial meeting. We are disappointed that false information is being reported as fact."[36]

References[]

  1. ^ Holmes, Sally (March 31, 2016). "OMG Beyoncé's Fashion Line Is HEEEEEEEREEEEEE". Elle. Retrieved April 2, 2016.
  2. ^ Duboff, Josh (March 31, 2016). "Beyoncé Introduces Ivy Park, an Activewear Line". Vanity Fair. Retrieved April 2, 2016.
  3. ^ Carlos, Marjon (March 31, 2016). "Beyoncé's New Activewear Line, Ivy Park, Has Arrived". Vogue. Retrieved April 2, 2016.
  4. ^ Milligan, Lauren (October 27, 2014). "CONFIRMED: Beyoncé And Topshop Launch Activewear". Vogue. Retrieved April 2, 2016.
  5. ^ Fisher, Lauren (November 30, 2015). "Beyoncé's Topshop Athleisure Brand Gets an Official Launch Date". Harper's Bazaar. Retrieved April 2, 2016.
  6. ^ a b c "This Is What Beyoncé's Fashion Line Ivy Park Means". Elle. 2016-03-31. Retrieved 2016-04-12.
  7. ^ Chasmar, Jessica (May 18, 2016). "Beyonce brand Ivy Park denies sweatshop allegations". The Washington Times. Retrieved June 14, 2016.
  8. ^ Carlos, Marjon. "Beyoncé's New Activewear Line, Ivy Park, Has Arrived". Vogue. Retrieved 2016-04-12.
  9. ^ "Beyoncé cuts ties with Philip Green". BBC News. November 15, 2018. Retrieved November 15, 2018.
  10. ^ "adidas x IVY PARK". adidas.co.uk. Retrieved January 26, 2021.
  11. ^ Golden, Jessica (January 17, 2020). "Adidas is banking on Beyonce for growth with Ivy Park athletic wear line debut". CNBC.
  12. ^ "Why Beyoncé's Ivy Park launch could boost Adidas more than Kanye West did with Yeezy's". finance.yahoo.com.
  13. ^ Taylor, Kate. "Beyoncé is partnering with Adidas to create new shoes and apparel and relaunch athleisure brand Ivy Park". Business Insider. Retrieved 2019-04-04.
  14. ^ "Ivy Park". Beyoncé. Retrieved 2019-04-04.
  15. ^ Thomas, Lauren (2019-04-04). "Adidas is teaming with Beyonce on sneakers, relaunch of Ivy Park". www.cnbc.com. Retrieved 2019-04-04.
  16. ^ Carter, Terry. "Here Are All The Celebrities Who Were Lucky Enough To Get An Ivy Park x Adidas Box From Beyoncé". BuzzFeed.
  17. ^ "Beyoncè's Brilliant Marketing Plan For Ivy Park Is Worth Studying". Vibe. January 17, 2020.
  18. ^ "Beyoncé's Ivy Park x Adidas Collection Sells Out Instantly Online, Twitter Despairs". HotNewHipHop.
  19. ^ "Beyonce's Adidas x Ivy Park Collaboration Sells Out Worldwide". ThatGrapeJuice.net.
  20. ^ Tyko, Kelly. "Beyoncé's Ivy Park line for adidas selling out online but available in select stores Saturday". USA TODAY.
  21. ^ "Beyoncé's Ivy Park X Adidas Collab sells out in hours". January 18, 2020.
  22. ^ Business, Chauncey Alcorn CNN. "Beyoncé's Ivy Park x Adidas' line drops online and sends the internet into a frenzy". CNN.
  23. ^ Gunn, Tamantha (January 17, 2020). "Twitter reacts to Beyoncé's Ivy Park x Adidas pre-launch". REVOLT.
  24. ^ "Page Six". Page Six. Retrieved 2020-10-31.
  25. ^ "ANNOUNCING IVY PARK SECOND COLLECTION AND "THIS IS MY PARK" CAMPAIGN WITH BÉYONCE". news.adidas.com. Retrieved 2021-02-10.
  26. ^ "LOOK: Beyoncé drops Ivy Park Drip 2 collection". NewsChannel6. 2020-10-30. Retrieved 2021-02-10.
  27. ^ Nguyen, Andrew (2020-11-19). "We Found a Secret Trove of "Sold Out" Ivy Park Pieces". The Cut. Retrieved 2021-02-10.
  28. ^ Wasilak, Sarah (2020-11-17). "Beyoncé Has More Adidas x Ivy Park to Share With Us — Drip 2.2: Black Pack Is Here". POPSUGAR Fashion. Retrieved 2021-02-10.
  29. ^ Minton, Melissa (2020-11-02). "Beyoncé gifts new Ivy Park collection to Kerry Washington, Kehlani and more". Page Six. Retrieved 2021-02-10.
  30. ^ "Beyoncé Fans React to Missing Out on the Latest Ivy Park x Adidas Collection". Complex. Retrieved 2021-02-10.
  31. ^ "ICY PARK: The Third Ivy Park Collection with Beyoncé". news.adidas.com. Retrieved 2021-02-10.
  32. ^ "Beyonce Gifted Lil Yachty & Gucci Mane Adidas Icy Park Sneakers In Ice Boxes". Urban Islandz. 2021-02-06. Retrieved 2021-02-10.
  33. ^ "Icy Park-Themed Ice Sculptures Pop Up in NYC Ahead of Collection Launch". Grazia. Retrieved 2021-02-18.
  34. ^ "Beyoncé Walked Out of a Meeting With Reebok Over a Lack of Diversity, Reports Say". Independent Magazine. April 6, 2019. Retrieved 25 October 2020.
  35. ^ "Reebok Shuts Down Report That Beyoncé Walked Out of a Meeting with the Brand". The Oprah Magazine. April 5, 2019. Retrieved 25 October 2020.
  36. ^ "Reebok Denies Rumors That Beyoncé Walked Out Of Meeting Over Lack Of Diversity". HuffPost. May 4, 2019. Retrieved 26 October 2020.

External links[]

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