The collaboration started in 2018 when the singer partnered with Adidas to develop new footwear and to relaunch her Ivy park active-wear.
Now Beyonce and Adidas have agreed to end Ivy park partnership mutually after a relationship of five years. Beyonce wants to take a sole control of her Ivy park active wear line by breaking up with Adidas.
The news of breaking up with Adidas was given by a source to ‘The Hollywood Reporter’. The decision to split with Adidas follows some major creative differences between Singer’s Ivy park clothing line and Adidas.
In 2022, clothing line of Beyonce plummeted 50 percent sales bringing in just $40 million compared to $93 million in 2021 although her active wear line was reportedly projected to bring $250 million in 2022. The outlet reported, “in five of the last six Ivy park releases, roughly half of the merchandise that was produced went unsold and the clothing and sneaker line was losing money for Adidas”.
Sportswear manufacturer launched Ivy park with Topshop in 2016. Beyonce partnered with Topshop in 2016 and ended her partnership with Topshop in 2018 and acquired 100 percent of the ownership of Ivy park. And then in 2018, the same year Beyonce partnered with Adidas to launch her exclusive clothing line for both men and women.
In interview with Elle Magazine the Grammy winner told, “This new line is fun and lends itself to creativity, the ultimate power. I focused on designing a unisex collection of footwear and apparel because I saw so many men in Ivy Park. The way they have embraced the brand is an unexpected gift”.
“I appreciate the beauty of gender – neutral clothing and breaking the so – called fashion rules”, said the Beyonce to Elle Magazine.
The singer featured several styles for both men and women of all of the age groups including leggings, hoodies, dresses, socks, sports bras, socks and sneakers in all sizes ranging from XXXS to XXXXL.
The singer is now all set to launch her ‘Renaissance World Tour’ in the month of May. Last month, the singer made history and won her 32nd Grammy Award.
