The end of an era for streetwear: Beyoncé and Adidas will no longer collaborate. A close source informed The Hollywood Reporter that the singer and sportswear brand mutually agreed to separate.
Apparently, they had been dealing with significant creative and financial differences for some time. A few weeks ago, in February of this year, it was revealed that Ivy Park’s sales had fallen by 50 percent, dropping from $93 million in 2021 to $40 million in 2022.
The figures themselves were already low compared to the projections given by The Wall Street Journal: Beyoncé’s line was expected to generate more than $250 million last year. But besides the numbers, they weren’t on the same page. It is said that Beyoncé wants to regain her Ivy Park brand, chart her own course, and maintain her creative freedom.
Beyoncé and Adidas: How Did It All Start?
In 2016, Beyoncé launched Ivy Park with British businessman Philip Green of Topshop in a 50-50 partnership. However, in 2018, Beyoncé acquired full ownership of her brand after allegations of sexual harassment, intimidation, and racism against Green.
That same year, the singer partnered with Adidas first to relaunch Ivy Park, which started with a unisex collection in a wide range of sizes and styles for adults and children. Beyoncé presented the Park Trail collection in January, which would apparently be her last collaboration with Adidas.
Story originally written in Spanish by Cora Bravo in Cultura Colectiva.