Beyoncé fails with her fashion line and separates from Adidas

It seems that everything Beyoncé touches doesn’t turn to gold. Adidas and Beyoncé have ended their collaboration around Ivy Park, the sportswear line of the American popstar. According to The Hollywood Reporter, the split has been mutually agreed upon due to “creative differences,” but the brand’s sluggish sales may have factored into the decision.

According to The Wall Street Journal, Adidas expected Ivy Park to sell as well as Kanye West’s Yeezy brand, who we all know stopped working with Adidas after his controversial comments. However, sales of Beyoncé’s brand have not gone as expected, as “nearly half of the merchandise for five of the six releases is still on shelves,” according to Billboard.

.

To give us an idea of ​​how disappointing Ivy Park’s sales have been, a turnover of 250 million dollars had been forecast in 2022. However, by the end of 2022 it was estimated that Beyoncé’s brand would reach 40 million dollars. dollars in sales, almost 50% less than in 2021 (93 million), and a large drop compared to the forecast for the year.

Regarding the “creative differences” that we mentioned previously, The Wall Street Journal also indicates that the marketing strategies of Adidas and Beyoncé differed greatly from each other and that Adidas intended to promote its own brand.