Beyoncé and Adidas crossed paths in 2018, when the singer relaunched her sportswear brand Ivy Park leaning on the German sportswear giant. During what Adidas called “the partnership of a lifetime”, Beyoncé has launched several collections, the first in April 2019. The drop was accompanied by an advertising campaign like no other, giving away the items to the likes of Missy Elliott, Cardi B, Kendall Jenner, Reese Witherspoon and Hailey Bieber. Today, after five years of creative liaison, Beyoncé and Adidas would have decided to interrupt their journey together.
The separation would be due to creative differences between Ivy Park and Adidas, and as reported by The Hollywood Reporter, Beyoncé would like to continue her journey in fashion alone. Furthermore, despite the brilliant promotional content, Ivy Park would not live up to the success that Adidas had predicted, according to an article in the Wall Street Journal. The German company was hoping for a similar return to Ye’s Yeezy brand — which it recently split from — but Ivy Park’s releases reportedly fared below cost, with about half of the merchandise remaining on shelves. At the end of 2022, Ivy Park was projected to reach $40 million in sales. But according to the same source, last year Beyoncé would have obtained the same compensation as in previous years: 20 million dollars.
Beyoncé launched Ivy Park in 2016 together with Top Shop owner, Sir Philip Green. When the partnership ended in 2018, Beyoncé’s Parkwood Entertainment acquired full ownership of the streetwear brand. For now, neither Adidas nor the singer have commented on the news.
Tags: fashion , Fashion , Beyoncé , Adidas , Ivy Park