Beyoncé and Adidas have mutually agreed to end their collaborative partnership in relation to the Grammy-Award winning singer’s Ivy Park activewear line.
Why did they end their partnership?
Beyoncé and Adidas decided to call it quits after Adidas gravely fell short in 2022 revenue projections and missed sales targets.
According to a Wall Street Journal report, Beyoncé’s Ivy Park clothing line’s 2022 sale projections were $250 million.
However, in reality the collection was barely able to generate $40 million in sales.
This is much lower than what the athleisure brand generated in 2021, which was a total of $93 million.
The report also indicated that there was a tiff between Ivy Park and Adidas when it came to marketing strategies, and it felt as though the German multinational corporation was championing their own branding.
Another reason why the Break My Soul hitmaker and the German activewear company decided to end their collaboration was allegedly because there were “major creative differences” between the two powerhouses when it came to the Ivy Park clothing line.
Beyonce now looks at full independence over the brand and seeks to actively exercise her creative freedom.
How did Ivy Park start?
Ivy Park, an athleisure clothing line, was officially launched in stores and online retailers in 2016.
It was a joint venture between Beyoncé and Britain’s fashion brand Topshop – co-founded by the superstar and Sir Philip Green, and operated under the company name Parkwood Topshop Athletic Ltd.
However, in 2018 the singer purchased full ownership of Ivy Park when Green faced sexual harassment allegations.
Beyoncé partners with Adidas on Ivy Park
Beyoncé and Adidas sealed their partnership in 2018.
She re-introduced Ivy Park with a collab with Adidas because she wanted to take her athleisure brand global. One of the reasons behind the move was also because Puma, a competitor, had signed on Rihanna and seen sales skyrocket.