Adidas And Ivy Park's 'Icy Park' Collection: The (Mainly) Good, Neutral And Problematic

Adidas launched Ivy Park's "Icy Park" collection on February 19th and all signs point to another drop with plenty to cheer about, which I list below

Adidas and Ivy Park’s third collection is now in the books. Dubbed “Icy Park” and loosely themed on a ski resort appropriate wardrobe, the collaborative collection is showing continued signs of strength just over one year following its retail debut.

Looking at adidas.com 48 hours after the February 19th launch, the collection remains very popular with about 50 of the 80 SKUs completely sold out with most of the remaining items available in broken sizing (usually XS).

This is an important new endeavor for Adidas because it’s meant to rebuild a bridge to the all-important female customers its been hemorrhaging over the past few years. As such it’s fun to analyze in real time what ‘s working for the brand and what could be improved.

Check out my list of the good (almost everything!), neutral and problematic below.

The Good

1. Adidas continues to do a very good job making sure the product is getting into the hands of the people who want to wear the product rather than those who want to flip it…