"IVY PARK is merging fashion-led design with technical innovation,” reads the Youtube description. "Creating a new kind of performance wear: modern essentials for both on and off the field.”
The highly interactive (and possibly seizure-inducing) website features three instrumentals (which you can access from holding down your keypad and waiting for the new page to load in full). It includes the oh-so-known “Formation” instrumental and two mystery beats—one of which excitingly samples the lyrics “Yeah, hoe!" The teasing just never stops.
There’s a list of the many places that will have the activewear in-store and online beginning April 14, including Top Shop, Nordstrom, and Zalando. But there’s also a plethora of images and videos, such as the one she premiered on her Instagram with the light caption, "@weareivypark":
The video ad, however, details the reason for the name “IVY PARK” and becomes a personal statement about Beyonce and her drive for success.
“I would wake up in the morning and my dad would come knocking on my door, tell me it’s time to go running,” Beyonce said, accompanied by the most iconic rain imagery ever. "I remember wanting to stop, but I would push myself to keep going. It taught me discipline. And I would think about my dreams. I would think about the sacrifices my parents made for me. I would think about my little sister and how I was her hero. I would look at the beauty around me: the sunshine through the trees. I would keep breathing."
If that wasn't enough to make your eyes react to onions, prepare for the rest. "There are things I’m still afraid of. When i have to conquer those things, I still go back to that park," Beyonce continued. "Before I hit the stage, I’d go back to that park. When it was time for me to give birth, I went back to that park. The park became a state of mind. The park became my strength. The park is what made me who I am. Where is your park?"
Watch the video below: