The Challenge
Translate a non-binary collection across a traditionally gendered retail space while designing for easy uninstall and campaign swap after the assured Ivy Park sellout.
The Insight
adidas helps Beyoncé express her personality, message and style.
Strategy
Leverage bold brand photography, a striking color palette and simple geometry for maximum impact.
Creative
With no need to hype the icon or the partnership, we chose to make the imagery and message larger-than-life and give Beyoncé's brand the biggest stage possible. As a forethought, all retail design was created to be quickly and easily uninstalled by store staff and flipped to a women's campaign immediately after the last of the Ivy Park gear flew off shelves.
Go to Market
Anticipating the brand popularity and predicting the lines around the block, we delivered 80 design assets for 11 key stores, which became the benchmark for how Ivy Park shows up at retail everywhere.
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