The relaunch of Beyonce’s athleisure brand Ivy Park has fans once again losing it.
But did you catch these nods to Black liberation culture in the Ivy Park x Adidas debut advertisement? Only real ones can relate.
Empowering Language:
The ad begins with a narrator declaring that “these barriers are not gonna stop me. The secret is my freedom.”
Such powerful language signifies agency and strength which is the number one message of Black liberation.
Gospel And Folk Music:
The ad continues with a parade of Ivy Park-clad Black models. Bessie Griffin’s The Old Time Moan wails in the background with a steady bass drum pulsing.
This Gospel tribute to Beyonce’s church roots honors the strong faith traditions of freedom fighters while the drum honors an instrument used for communication, therapy, celebration, rituals, and heritage preservation in African cultures.
The audio alone will give you chills but don’t miss these visuals!
The Creativity Of Urban Ghettos:
Posing with street art, old school convertibles, tricked out lowrider bikes, gold grillz, and durags, these aren’t meaningless props to Queen Bey.
She’s paying respect to the Black PEOPLE responsible for much of American art and culture whose works are co-opted without permission, consideration, or credit.