Ivy Park x adidas
in 2020 Ivy Park & adidas began a 4 year partnership, launching capsule collections that represent B’s iconic style.
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The Challenge
To create a differentiated brand experience within the adidas tech-stack. Unlocking global scale, best in-class ecommerce capabilities, integrated storytelling and new hype mechanics whilst staying true to our partners brand expression and creative direction.
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My Role
As partner facing design lead I was responsible for the on-time & in-full delivery of the end-to-end experience across retail & digital.
I onboarded Parkwood & external agency teams on our capabilities, managed new feature requests and secured sign-off from both internal & external leadership (c-level).
I built a internal x-functional team of UX / UI / research / product / content strategy / creative to create a set of tools & frameworks so that we could scale & improve the approach for future drops (4 in total).
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The Results
✅ Drop 1 launched with a reach of 200+ mil. impressions.
✅ Sell-through of the full product range within 72 hours
✅ Generated international headlines - Forbes
Super Serve
For such a high-demand launch we had to create a new hype checkout flow giving consumers the chance to preview the collection and prepare for the launch. Key features included:
pre-save shipping & payment info
securely & fairly handle traffic through a raffle-system
integrated brand storytelling
educate shoppers on the new process
Shop the Look
A key requirement from the Parkwood was that the collection should be based on head-to-toe looks. We were able to adopt existing capabilities to create look based recommendations featuring all products in the imagery.
Elevated Imagery
Working closely with Parkwood, external agencies and site publishing teams to develop custom content in our product presentation platforms. This content was leveraged across all physical & digital channels.
Size & Fit
The Ivy Park x adidas collection introduced new materials and gender-neutral fits. A key challenge was how to give consumers the confidence that the products would fit them. I worked with Parkwood & their external agency to:
art direct walk-on videos
integrated model size & fit
create size & fit storytelling
Design Language
Worked with Parkwood and internal design-ops teams to develop a custom design language for Ivy Park drops. By using design tokens technology we were able to refresh the colour palette, fonts and UI elements to reflect the unique visual identity of each drop.