The partnership between Adidas And Beyoncé would be at the end of the line. The collaboration for the relaunch of the athleisure brand of the famous singer, Ivy Parkhad begun in 2018 and now the time would come for the separation by mutual agreement.
Second The Hollywood Reporter major creative differences would emerge between Ivy Park and Adidas and Beyoncé would be looking to reclaim her brand, forge her own path and maintain creative freedom.
The American artist, winner of 32 Grammy Awards, launched the brand in 2016 in an equal joint venture with Sir Philip Greenpresident Arcadia Groupwho owned the shops at the time Topshop. The joint venture ended in 2018 when Beyoncé acquired full ownership of Ivy Park.
The latest collaboration with Adidas x Ivy Park, Park Trailwas presented in January in Dubai, the day before a private Queen Bey concert in the UAE city (first live performance in four years).
As emerges from the web, despite the strong promotional support for the collaboration, since its entry on the market in 2019, the revenues would not have lived up to the expectations of the German sportswear giant, which perhaps hoped to replicate the success of the brand Yeezy Of Ye-Kanye West. A collaboration, the latter, which after the recent breakup, due to anti-Semitic statements by the rapper, will probably weigh hundreds of millions of euros on Adidas’ 2023 budget.
According to an article by Wall Street Journal last February, at the end of 2022 Ivy Park would have totaled 40 million dollars in sales, from 93 million in 2021. In previous Adidas projections, the target was instead 250 million in revenues.
In 2023 the sportswear giant estimates it would be 63 million dollars in sales, from an initial projection of 335 million. Last year Ivy Park would have suffered a loss of 10 million dollars, while Beyoncé (in the photo, wearing the proposals of the fourth adidas x Ivy Park collection, launched in August 2021) would have received the same compensation as in previous years: 20 million dollars.
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