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adidas and Beyoncé Are Not Done After All

Beyonce Ivy Park adidas

News on this topic was first published February 10, 2023.

Update October 13, 2023: Turns out there is one more collection left in the adidas x IVY PARK colab, with the unveiling of an all-black capsule titled IVY PARK NOIR. adidas have described the new range as a 'culmination of the two brands' work together'. The collection includes multifunctional jackets, an IVY PARK signature jersey and footwear. The collection will be available in stores and online from October 12.

Update March 24, 2023: The Ivy Park era at adidas is reportedly over. According to the latest from  The Hollywood Reporter, adidas and Beyoncé have ‘mutually agreed to part ways.’ The sources also suggest that there have been major creative differences between both parties and that Beyoncé is ‘excitedly looking to reclaim her brand, chart her own path and maintain creative freedom.’

While continuing to focus on her music, this likely means that there will be further apparel ventures coming from the artist in the near future – just not with adi.

Back in 2019, one of the hottest stories floating around the sneakersphere was Beyoncé signing a major deal with adidas. It was said to be a multi-layered partnership, with Bey herself saying, ‘This is a partnership of a lifetime’. Four years on and multiple collections later, it seems the ongoing Ivy Park collaboration hasn’t been as profitable as initially thought.

A Wall Street Journal report has indicated that Ivy Park has produced weak sales, leaving adidas in the hole for around $200 million. In 2022, sales allegedly fell 50 per cent to about $40 million – much lower than the projected $250 million and a decrease from 2021’s sales, which sat at the $93 million mark. The report also cites that ’in five of the last six Ivy Park releases, roughly half of the merchandise that was produced went unsold’. Despite the significant decrease in sales, Queen Bey has continued to receive $20 million annually in compensation for co-signing the collection.

Over the past few years, Team Trefoil have looked to capitalise on major celebrity partnerships, with musical artists like Pharrell attempting to recreate the Yeezy run of success. This news comes after an announcement that adidas could take a $1.29 billion hit due to unsold Yeezy stock following the termination of their partnership with Ye.

The Beyoncé x adidas Ivy Park label is already set to end this year, and concrete plans haven’t been put into place, but Team Trefoil will either end or revamp the partnership. The projected earnings for 2023 are currently $93 million, far off the original $335 million target. The latest collection has been revealed in Dubai, but only time will tell what will come of Ivy Park.

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