ivy park

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Source: ADIDAS / Ivy Park
Months after cutting ties with Kanye West, adidas has parted ways with yet another big time celebrity. Their partnership with Beyoncé and her Ivy Park brand has come to an end.

According to The Hollywood Reporter, after five years of working together, Beyoncé and adidas have mutually agreed to go their separate ways. The news comes a month and change after it was revealed that sales for Beyoncé’s Ivy Park clothing line was down 50% and the three-stripe brand had been left roughly $200 million in the hole behind the lackluster sales. While the lack of sales could be blamed for the breakup, apparently creative differences between Bey and adidas are what led to the separation.

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Now that Queen Bey is fully in charge of Ivy Park and is back in the driver’s seat, she “is excitedly looking to reclaim her brand, chart her own path and maintain creative freedom.”
There is no word on whether another sports brand will be partnering with Beyoncé to relaunch Ivy Park in the near future. But we wouldn’t be surprised if Puma ends up undertaking the process as her hubby, Jay-Z, is the creative director of its Basketball division. It’s something that just seems a long time in the making.
From The Hollywood Reporter:
In 2016, Beyoncé debuted Ivy Park, which was a joint venture with Sir Philip Green of Topshop. The 50-50 venture with Topshop ended in 2018, and Beyoncé gained full ownership of Ivy Park.
In January, Beyoncé previewed Park Trail, her latest Adidas x Ivy Park collaboration, in Dubai a day before she performed a private concert in the city. It marked her first live show in four years.
For someone who boasts such a dedicated fanbase and world-famous BeyHive on social media, we’re kinda surprised they didn’t come out to support her Ivy Park brand in droves. The collections were pretty cool, and the colorways were as fresh as anything out in the market. Just sayin’.
What do y’all think Beyoncé should do with her Ivy Park brand now that it’s a free agent? Should she fly solo or link up with another top-tier brand going forward? Let us know in the comments section below.

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Source: ADIDAS / Ivy Park
Sales of Beyoncé’s Ivy Park clothing line, which is in partnership with adidas, are reportedly down 50%. The news certainly raises eyebrows since anything affiliated with Queen Bey is easy money, right?

While Ivy Park certainly sells, it seems like it didn’t live up to adidas’ projections, which are being described as “weak sales.”
Reports the Wall Street Journal:

Beyoncé’s fashion partnership with Adidas has produced weak sales of her Ivy Park clothing brand, according to documents and people familiar with the matter, leaving a roughly $200 million hole in the company’s annual projections.
Sales of Ivy Park tumbled by more than 50% to about $40 million in 2022—coming in below internal Adidas projections for $250 million in sales that year, documents reviewed by The Wall Street Journal show. The documents show Ivy Park has been losing money for Adidas and Beyoncé gets about $20 million in annual compensation.
The contract between the pop star, whose full name is Beyoncé Knowles-Carter, and the German sneaker giant is set to end after 2023, and Adidas executives have discussed either ending or revamping the arrangement, the people said.
This news draws a contrast to the sales of Beyoncé’s forthcoming world tour. With tickets going for hundreds of dollars they’ve nevertheless been selling out shortly after availability. However, Ivy Park product has reportedly been sitting.
Adidas executives expected hundreds of millions of dollars in Ivy Park sales and promised Beyoncé guaranteed annual fees and creative control, the people familiar with the matter said. But it soon became clear that Ivy Park collections weren’t gaining the traction that Yeezy products did. 
Ivy Park features inclusive sizing and gender-neutral styles. Along with neon-colored sweatsuits and sneakers, it also has dresses and accessories. Many of the Ivy Park products have failed to sell, the documents show. In five of the last six Ivy Park releases, roughly half of the merchandise that was produced went unsold, the documents show. 
Ivy Park debuted back in 2016, and at the time was in partnership with the Topshop brand. She then acquired full ownership of the brand in 2018, before partnering with adidas a year later.
The issue could be that despite “weak” sales, Bey is still going to get her coins regardless.
Ivy Park sales were on track to hit about $40 million at the end of last year, down from $93 million in 2021, according to the documents. For 2023, the documents show Ivy Park sales are projected to reach $65 million, compared with an earlier Adidas target of reaching $335 million.

Adidas was on track to lose at least $10 million on the partnership in 2022, according to the documents. Meanwhile, Beyoncé was slated to receive about $20 million in compensation, the same as previous years, the documents show.
If Ivy Park and adidas do eventually go their separate ways, where will Bey go next? You can bet brands like a Nike or Lululemon or doing the Birdman handr ub.