The third collection of the Adidas x IVY PARK collaboration, coolly dubbed “ICY PARK,” is sure to freeze sneakerheads in their tracks in awe. Advertised with snowy slopes and alpine adventures, the collaboration features a host of ultra-chill, fashionable, and inclusive garments and footwear. The new collection sold out almost immediately after its prior internet release on January 25th, and flew off in-store shelves just as quickly. The third Adidas x IVY PARK collection will be released on February 19th online, and on February 20th in stores.
The ICY PARK collection includes a variety of outerwear options, as well as five new styles of IVY PARK sneakers. The collection is incredibly inclusive, with a range of clothing size options from XXXS-4X including: women’s tight fit, women’s regular fit, women’s oversized, gender-neutral regular fit and gender-neutral oversized. Further, the expansion of the IVY PARK sneaker line introduces the IVY PARK Ultra Boost, Forum Lo, Forum Mid, and Super Sleek sneakers. Finally, the IVY PARK Super Sleek Boot boasts comfort and ski-ready style.
Further, several apparel and accessories emblazoned with the IVY PARK monogram will also be released in the collection. These include an IVY PARK ski pass, water bottle, lanyard, face cover, and press-on nail polish stickers.
IVY PARK LLC, while a small company consisting of just ten employees, has generated $2.80 million in sales. The owner of the company, Beyonce, has commented in a statement:
“It’s a dream come true to re-launch IVY PARK as the sole owner.”
In 2016, Beyonce had originally partnered with clothing line Topshop, but sexual harassment claims about the company’s owner, Philip Green, caused her to pull the line. Queen Bey regained sole control of IVY PARK after purchasing back shares from Green in 2017, and is now looking toward the company’s future with more optimism than ever. Beyonce’s collaboration with Adidas impressively marks her as the first Black woman to be the sole owner of an athleisure brand.
Beyonce advertised the collection in a commercial with Adidas, in which she wears a jewel-encrusted helmet with light-reflective outerwear garments, among a host of other equally encapsulating outfit choices, mostly revolving around cold weather gear. The shoot also features several shots of snowy mountains, notable artists and models such as Hailey Beiber, Gucci Mane, Kaash Paige, Akesha Murray, Shi Gray, and Kyla Coleman on ski lifts, and Beyonce herself romping around in a whimsical winter wonderland.
Adidas’ collaborations with Kanye and Beyonce have boosted the company’s popularity, threatening Nike with some major clout and competition. Adidas reports that the company predicts the success of IVY PARK will eventually surpass the sales of Kanye’s 2015 Yeezy launch. Senior footwear analyst at NPD Group, Matt Powell, commented on the predicted success of Beyonce’s brand:
“Initially, IVY PARK will be smaller than Yeezy, but IVY PARK has the potential to be larger, if managed properly”, he continues, [the] “best way to build a brand is to have it sell out,” he says. “Scarcity drives demand.”
It is likely that the third IVY PARK collection will sell out as quickly as its first two iterations when it is released on February 19th via the Adidas online shop, and February 20th in stores. To view the collection, please visit Adidas’s website.