Icy Park

1.9.21

Gucci Mane, Beyoncé for “Icy Park” Collection Teaser Video

Beyoncé and Adidas are gearing up to launch the next IVY PARK collection, in which they are referring to as ‘Icy Park.’ This seems like a simple pay on name will be used to promote a winter season collection of apparel and footwear. However this collection, and the marketing behind it thus far, is anything but simple.

Releasing on February 19th on the Adidas website, this will be the third IVY PARK collection thus far. The first two drops were instant sell outs, and is incredible remarkable due to the extent of the collections. This is not just a pair of shoes and a few apparel items. If you have ever watched New York Fashion Week, or a Virgil Abloh Runway, or any true fashion runway show, the IVY PARK collection is more like this. There are dozens of pieces of all shapes and sizes, in every color imaginable. The upcoming Icy Park collection will be no different.

As a winter collection, Icy Park will consist of a variety of outerwear pieces, some with fur, some leather, and plenty of 3M. There continues to fun colors, Ivy Park Monogram patterns throughout, and and plenty of accessories. The collection also includes five new silhouettes to the IVY PARK line, including Beyoncé’s take on the Ultra Boost, Forum Lo, Forum Mid, Super Sleek sneakers, and the all new, IVY PARK Super Sleek Boot.

While the IVY PARK Super Sleek Boot takes the sneaker silhouette to the next extreme for the winter, so does Beyoncé and her seeding efforts. The shoe was seeded out to celebrities such as Lil Yachty, and plenty of popular “sneakerhead” influencers on YouTube. This seeding package was unlike anything I have every seen before. Brands are definitely keeping this in mind when trying to think of ways to cut back on materials for recycling and sustainability purposes. How can we make the experience super fun and unique, but sustainable? Well, Beyoncé hit the nail on the head, while tying it back to her collection, perfectly. The boots were escorted by two delivery men with black gloves, as the sneakers were encased in a giant block of icy, with “IVY PARK” and the Adidas logo engraved into the cube. This block of ice is supposed to take five hours to melt down, but many opted to breaking the ice outdoors. The sneaker boots were then encased in plastic wrapping so they would not get wet by the ice. Now, there is hardly any waste from the kits.

The IVY PARK Super Sleek Boot is intense. It has a super chunky sole, lined leather to make it soft but a bit bulky, large straps and pull ties. The boot is supposed to be a sneaker version of a winter boot, which makes sense for all these thick and chunky details. I personally love these. Sneaker boots are my favorite during the winter, and some YouTube reviews I have seen so far suggest that they are actually quite comfortable.

When it comes to the apparel, the brilliance does not end here. Beyoncé tapped into Hailey Bieber, basically a streetwear goddess since getting married in Off-White (or prior, if you’ve been following), Kaash Paige, artist from Dallas, Texas who lives by the streetwear code, and Gucci Mane, who lives his life icy, for the promotion video. The full video is about two and a half minutes long, and includes the multiple talents showing off the collection pieces using a mountain range as the backdrop for the visuals. Hailey sits atop a Jeep wrapped in the same pattern as her IVY PARK matching set, Kaash rides a snowmobile with IVY PARK decals, it snows on Gucci Mane, and Beyoncé remains icy throughout the entirety of the video. This genuinely made me want each and every piece of the collection, no matter how much it will cost me on Stock X after I take an L on launch day.

Pieces will range from accessories at $30, to outwear at $850. I would say this collection is bound to sell out again once it hits online on February 19th. The collection will be released in stores the following day, on February 20th, so get ready to go wait in line like the good old sneaker days. A sneak peak of the collection video is live on the Adidas x Ivy Park page, or can be watched in full on YouTube.