Beyonce and Adidas have officially parted ways, according to The Hollywood Reporter. While it may be surprising to fans, the news comes just one month after it was claimed that the singer’s Ivy Park clothing line had been underperforming and saw a drastic decline in sales last year. Per the reputable publication, there have been creative differences between Bey and Adidas, resulting in the business relationship fizzling out.
It’s further said that Beyonce wants to “reclaim her brand” and “chart her own path,” indicating that she may opt out of partnering with another brand again seeing that this is her second time cutting ties with a company supporting Ivy Park. Beyonce debuted her first IP collection in 2016 when she partnered with British billionaire Sir Philip Green of Topshop before cutting ties with him in 2018 by buying him out of her clothing line to acquire 100% ownership.
The timing of Adidas and Beyonce ending their work relationship seems pretty interesting given that it was just two months ago when the “Formation” singer began teasing new apparel lifted from Ivy Park, titled Park Trail, but what fans didn’t know at the time was it was going to be her last release with the German-based company. Socialites, are you shocked to see Beyonce and Adidas part ways?
In a previous report by The Washington Post, sales for Beyonce’s Ivy Park line were said to have been worryingly low, with sources telling the outlet that while Adidas has hoped to make around $250 million in 2022, Ivy Park only managed to pull in around $40 million.
Not to mention that overall sales had decreased by 50%, despite constant marketing and many social media campaigns to help drive people’s interest. Many fans will recall how Beyonce’s first collection with Adidas was heavily endorsed by countless celebrities who were sent press packages that were later plugged on their Instagram accounts.
From Reese Witherspoon to Cardi B, Ellen Degeneres, and, of course, Laverne Cox, it goes without saying that the promotional campaign behind Ivy Park was in full effect. Beyonce reportedly made an estimated $20 million a year from her deal with Adidas, which is nothing considering she was said to have pocketed $24 million for a one-hour show to perform in Dubai earlier this year.
So, while Beyonce clearly doesn’t need the money, many people are bound to question why Ivy Park is failing to make an impact in the world of fashion. But more importantly, what’s next for the clothing line, and can it still succeed after two major setbacks?
Speaking of her decision to jump into fashion and why it continues to be a huge part of her focus outside of music, Beyonce previously told ELLE, “I think having a child and growing older made me get more into health and fitness. I realized that there wasn’t an athletic brand for women like myself, or my dancers, or my friends,” she told Elle. “Nothing aspirational for girls like my daughter. I thought of Ivy Park as an idyllic place for women like us.”