adidas Originals

A retail experience like no other: THIS IS MY PARK

After the first adidas x IVY PARK drop sold out in 72 hours, the second drop was one of the most anticipated of the year.

Working closely with Beyonce’s creative team IMA developed how THIS IS MY PARK would come to life in retail – an inclusive campaign that reflected the spaces, both mental and physical, where inspiration is born. The team brought this to life with an unforgettable, disruptive takeover of adidas’ London flagship store.

Beyonce herself was incredibly happy with the end results, which offered an exciting and immersive shopping experience that sparked the joy many needed after months with no access to creative escapes due to the pandemic.

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