Adidas and Beyoncé have reportedly ended their partnership following a creative fallout over the Ivy Park brand. The athletic brand, which was launched in 2016 by Beyoncé and Sir Philip Green, initially collaborated with Adidas in 2018.
However, reports suggest that a serious disagreement between the two brands over branding and marketing. This led to the end of the collaboration.
Beyoncé has since relaunched Ivy Park and designed new shoes for the brand. Meanwhile Adidas continues to grapple with its own sales woes.
The split has raised questions about the success of the Ivy Park line, with reports suggesting that the brand has been losing money for Adidas.
The Wall Street Journal recently reported that roughly half of the merchandise produced for Ivy Park had gone unsold in five of the last six releases.
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This lackluster performance, combined with Adidas’ own dismal sales figures and a recent net loss of 513 million euros due to the inability to sell its Yeezy shoe line, has left the brand unsure of how to move forward.
Adidas cut ties with Kanye West last year following his alleged anti-semitic remarks.
Despite the split, Beyoncé’s brand continues to thrive, with the upcoming Renaissance World Tour. This tour has generated a lot of buzz among fans.
The tour, set to kick off in Stockholm in May, has already sparked chaos among fans. They desperate wish to see the superstar in person.
The split with Adidas may have been a setback. The fiercely independent founder of Ivy Park may however discover new opportunities for the brand.