Ivy Park

Hype experience — 2021

IVY PARK brought fashion, sport, and culture together in a collaboration built around bold self-expression. The digital experience needed to capture the energy of each collection while turning the excitement around a new drop into a seamless shopping journey.

The experience unfolded across three phases — tease, educate, and public serve — each designed to move users from curiosity to purchase. Working across adidas.com and the flagship app, I translated the IVY PARK campaign into a series of connected digital touchpoints, aligning the visual storytelling and launch mechanics with the rhythm of the collection release.

Beyond the product, IVY PARK became a cultural statement, bringing Beyoncé’s influence together with adidas’ sporting heritage to challenge the boundaries between sport, fashion, and identity. The collaboration celebrated individuality, inclusivity, and self-expression, creating moments that reached far beyond the launch itself. Translating that cultural energy into the digital experience meant creating more than a path to purchase — it meant giving people a way to connect with the collection, the story, and the moment around it."The rare series design that survives contact with a printing press." — production director