DIGITAL RETAIL, SEEDING KITS: FIRST COLLECTION
adidas x IVY PARK
adidas x IVY PARK inaugural collection
With Kamp Grizzly in partnership with Parkwood Entertainment, Simone worked on the debut launch of Beyoncé’s adidas x IVY PARK collection, the first line under her new partnership with the brand.
As Brand Manager, she worked closely on the project management and creative production of the multi-faceted campaign: photography assets to promote the entire line, the digital retail .COM experience, apparel photoshoot, zine, OOH and the viral seeding kits sent to fans, friends and supporters.
.COM and Retail
She helped bring a new approach to adidas’ .COM experience, featuring B herself in every single piece of clothing in both stills and video - from shoes, to jumpsuits to accessories.
The entire collection was sold out online in just 48 hours, later partnering with agencies to bring the photography and brand design to physical retail stores.
Zine & OOH
To showcase all of the captured content across marketing assets and the retail experience, a zine was curated and created.
The collection photography was brought to high-traffic OOH spaces and key boards across NYC.
Seeding the collection to friends and fans.
To tease the collection, rolling racks and wardrobe boxes were seeded to fans and supporters. The seeding of the viral orange boxes received over 600 million social media impressions and over 3 million engagements the first week of launch.
YOUR BRAND
YOUR BRAND
There were even people looking to participate in this moment with their own skits and stunts, pretending that Beyoncé herself sent them a box.
Role: Brand Manager.
January 2020, Kamp Grizzly.