“IVY PARK RODEO”
Herzogenaurach, August 6th, 2021 – adidas and Beyoncé return to present the latest
adidas x IVY PARK collection. Inspired by the inimitable style and undeniable influence of Black cowboys and cowgirls, the “IVY Park Rodeo” collection celebrates the formidable impact of Black men and women on American Western culture. The collection celebrates oft-hidden history of Black pioneers within cowboy and cowgirl culture and their continued influence and impact on the American Rodeo.
A bold celebration of classic Americana reimagined for today, this is a refreshingly contemporary take on classic Western wear. IVY PARK Rodeo is where audacious design meets thoughtfully remixed classic streetwear and athletic wear fused with inspiration from the Black cowboy experience. The collection features 58 adult apparel styles, 5 adult footwear styles, and 13 different accessories. Boasting dark denim fabrics and washed heavy French terry materials throughout, the apparel and accessories are elevated with unique denim monograms and bold purple glow cow prints.Utilitarian-inspired zips and snap fastenings complete the details.
Highlights from the apparel collection includea denim body suit and wide leg snap pant, a denim tracksuit, a washed French terry hoodie and matching sweatpants, denim chaps, a denim bucket hat, and a small cotton canvas waist bag. The footwear offering is exciting as well, with two colorways of the IVP Ultraboost – one which mimics the look of denim anda new colorway for the IVP Forum Mid. This collection introduces the new IVP Super Sleek “Chunky”, with an exaggerated outsole combined with a classic upper in two dynamic colorways.
The fourth IVY PARK collection launches exclusively on adidas.com for 24 hours on August 19th and is followed by a wider global launch on August 20th.
To download imagery from the campaign please [click here]
About Parkwood Entertainment:
Parkwood Entertainment is a film and production company, record label and management firm founded by entertainer and entrepreneur, Beyoncé in 2010. With offices in Los Angeles and New York City, the company houses departments in music, film, video, live performances and concert production, management, business development, marketing, digital, creative, philanthropy, and publicity. Under its original name, Parkwood Pictures, the company released the film Cadillac Records (2008), in which Beyoncé starred and co-produced. The company has also released the films Obsessed (2009), with Beyoncé as star and executive producer, the winner of the Peabody Award for Entertainment, Lemonade (2017), the Emmy®-nominated Homecoming: A Film By Beyoncé (2019), which documents Beyoncé’s history-making performance at the Coachella Valley Music & Arts Festival in 2018, and Black Is King (2020). Parkwood Entertainment produced The Mrs. Carter Show 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:
Inspired by the rich sporting heritage of adidas – one of the world’s leading sports brands and a global designer and developer of athletic footwear and apparel – adidas Originals is a lifestyle brand founded in 2001. With the adidas archive at its foundation, adidas Originals continues to evolve the brand’s legacy through its commitment to product innovation and its ability to filter the creativity and courage found on courts and sporting arenas through the lens of contemporary youth culture. Marked by the iconic Trefoil logo that was first used in 1972 and championed by those that continue to shape and define creative culture, adidas Originals continues to lead the way as the pioneering sportswear brand for the street.