Just in time for Valentine’s Day, the iconic fashion brand Adidas teams up with Beyoncé and her Ivy Park fashion line to create a capsule collection. Ivy Heart, a collection inspired by love, results from this collaboration.
Adidas and Ivy Park offer gender-neutral sizing for an inclusive collection of fashion clothing, performance gear, accessories, and footwear. It will be available for purchase on adidas.com on February 9, 2022, and will be available in stores worldwide on February 10, 2022.
Adidas x Ivy Park Ivy Heart Campaign
What color better exemplifies love than the hue of red? Red is front and center for Adidas and Ivy Park for the Ivy Heart capsule collection, which comes in various shades. A brand-new campaign puts the collection’s vibrant colors front and center. Singer Troye Sivan and model/actor Tyson Beckford appear in the advert, capitalizing on their celebrity.
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To promote the Adidas x Ivy Park campaign, Troye Sivan and Tyson Beckford take to a red set. The advertising takes on a cinematic theme by using images that are larger than life. Adidas goes into greater detail about the cultural cues used in the campaign’s development. “In the Western world, red is commonly associated with love, romance, and sensuality. While in the East, red is attributed to good fortune and joy.”
Adidas explains, “Wherever you are, it’s clear that this color represents positivity. The concept is centered around bringing people together from all different backgrounds through this one color that’s sentimental to so many.”
