I was browsing Forbes today and I finally saw the pics of a collaboration I've been waiting for.
Adidas X Ivy Park is finally here with the new 2020 Ivy Park collection. I'm a really big fan of adidas collaborations that they've done with BAPE and Pharrell Williams and I was really excited to see what they would come up with for the Queen herself. Sure enough they didn't disappoint.
Beyoncé started Ivy park back in 2016 when she assumed a role as a creative director for adidas. Instead of doing a press release Beyoncé gave some of the collection pieces to her celebrity friends to model on their instagram's. One of the biggest points she tried to keep too was a gender neutral theme. Being Beyoncé, the collection includes bold and fashion-forward such as asymmetric dresses, shrugs, and cargo shorts.
The value proposition is purely the brand and the names that follow it. Beyoncé herself just sells everything and then the people that she picked to model her new line are
Reese Witherspoon, Zendaya, Cardi B, Yara Shahidi, Laverne Cox, Diplo, Janelle Monáe and Hailey Bieber. These are all household names that create a ton of value and have a combined enormous following that create the perfect marketing module. The challenge was meet the high expectations to re-release the Ivy Park brand after it's huge success in 2016 and then subsequent fan request to have another collection added to it. If I were the brand manager I might have added one or two pieces that weren't so bold but had a lot of branding print on it so that some of the more general public could wear these pieces as well. Almost all of the clothing pieces require an athleisure wardrobe to work.
The value proposition is purely the brand and the names that follow it. Beyoncé herself just sells everything and then the people that she picked to model her new line are Reese Witherspoon, Zendaya, Cardi B, Yara Shahidi, Laverne Cox, Diplo, Janelle Monáe and Hailey Bieber. These are all household names that create a ton of value and have a combined enormous following that create the perfect marketing module. The challenge was meet the high expectations to re-release the Ivy Park brand after it's huge success in 2016 and then subsequent fan request to have another collection added to it. If I were the brand manager I might have added one or two pieces that weren't so bold but had a lot of branding print on it so that some of the more general public could wear these pieces as well. Almost all of the clothing pieces require an athleisure wardrobe to work. 
