Beyoncé and Adidas to Part Ways Due to Declining Sales

Pop icon Beyoncé and German lifestyle brand Adidas are reportedly parting ways after a creative partnership that began in 2018. According to sources close to the situation, the two have mutually agreed to end the partnership due to declining sales. Although no official confirmation has been made yet, there have been reports of major creative differences between Ivy Park, Beyoncé’s activewear line, and Adidas.

The 41-year-old singer-entrepreneur is said to be seeking creative freedom and looking to reclaim her brand by charting her own path. This move comes as Beyoncé’s custom clothing line reportedly failed to meet its 2022 sales projections of $250 million, only reaching approximately $40 million for the year. This figure is significantly lower than the brand’s 2021 tally of $93 million.

Beyoncé first launched Ivy Park in 2016 as a joint venture with Sir Philip Green of Topshop. In 2018, Beyoncé gained full ownership of the brand after their 50-50 partnership ended. The singer-entrepreneur debuted her latest Adidas x Ivy Park collaboration, Park Trail, in Dubai last January, marking her first live show in four years.

Despite this setback, Beyoncé’s career remains on the rise. She recently made history by becoming the most-awarded artist in Grammy’s history after winning her 32nd honor. Additionally, she is set to launch her Renaissance World Tour in Stockholm in May, performing throughout Europe and North America.

Staff Reporter