Beyoncé teased a bizarre ad for her fifth Adidas x Ivy Park collection titled “HALLS of IVY.”
The retired pop singer promoted her previous collections by sending gift boxes of clothes to a plethora of her celebrity friends. But that caused resentment amongst celebs who felt left out of the campaign.
This time she took her marketing in a different direction by focusing on young adults and children who look like her own.
According to the Ivy Park website, the Adidas x Ivy Park collaborative line is “Crafted with every shape and person in mind,” and “features silhouettes for all genders, with sizes ranging from [XS] to [4X].”
The color palette is a departure from the previous collections’ bland monotone colors. The new line features a variety of vibrant colors, sequins, knits, faux leather, plaid and houndstooth patterns.
The bizarre sports-themed ad features Beyonce and her daughters, Blue Ivy and Rumi; NBA star James Harden, Kobe Bryant‘s daughter, Natalia Bryant, and a mixed cast of adult and child models and athletes.
The fifth Ivy Park collection launches exclusively on adidas.com on December 9, and in stores worldwide on December 10.
Question: Has anyone seen Bey’s Ivy Park line in stores or on anyone who isn’t a celebrity?
WELCOME TO THE HALLS OF IVY
— IVY PARK (@WeAreIvyPark) November 30, 2021