Beyonce’s Ivy Park Clothing Line Has Reportedly Been Underperforming; Adidas Allegedly Hoped For $250 Million In Sales for 2022 But Only Made $40 Million

Write Comment

Socialites, have y’all not been buying Beyonce’s Ivy Park collection? Well, according to the Wall Street Journal, the streetwear line in partnership with Adidas hasn’t been performing too well as earnings are said to be much less than the alleged projected sales the German-based company had projected. The WSJ claims that in 2022 alone, sales for Ivy Park had dropped by 50% despite heavy marketing and free promotion from a long list of celebs on social media.

Sources say that Adidas, who teamed up with Beyonce back in 2019, was predicting that they would make around $250 million from Ivy Park last year but only ended up generating $40 million. When the firm was asked to comment on the report, they said, “We continue to be inspired by our collective vision and are proud of the work we have created together.”

RELATED: BBC News Gets Roasted After Confusing Beyonce With Viola Davis During Grammys Coverage

Ivy Park launched back in 2016 before the “Heated” singer took full ownership of the company two years later, after ending her business relationship with Topshop billionaire Sir Philip Green. Beyonce is believed to make a whopping $20 million a year from her deal with Adidas, with the latest collection of Ivy Park, Park Trail, set to drop on February 9.

While there always seems to be a lot of buzz around Ivy Park apparel in the lead-up to a new collection dropping, it seems as if Adidas’ audience is simply not gravitating to the clothes or perhaps the pricepoint. Whatever the case may be, Adidas clearly can’t be that concerned to still want to continue doing business with Bey, although, from a business standpoint, it does seem rather alarming that the proejcted number in sales was missed by a mile.

RELATED: Grammy Recap: Smokey Robinson Talks About New “Gasm” Album, Fivio Foreign Shows Love To Beyonce & Rihanna Amid Comparison Controversy, Amber Rose Respectfully Goes Awf & More!

In 2016, Beyonce opened up on why it was important for her to focus her attention on fashion just as much as it was on music, saying that prior to working on Ivy Park, the number of athletic brands targeted at women of different shapes and sizes were close to none.

“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.”

Leave a Comment