After about five years of a creative partnership, Beyoncé and Adidas are going their separate ways. Fans would recall that Beyoncé collaborated with the sports brand in 2018 when she relaunched Ivy Park.
However, Adidas has not gained much from the collab as the affiliation suffered a significant loss of hundreds of millions of dollars, possibly contributing to their joint decision to split.
Beyoncé And Adidas Had ‘Major Creative Differences’ Before Ending Their Partnership
Queen Bey and Adidas have agreed to end their partnership on good terms, but the music icon has some exciting new plans for her activewear line. In addition to her relaunch of Ivy Park in 2018 via the German lifestyle company, she created new apparel and footwear for the brand.
However, the duo reportedly had “major creative differences” amid their affiliation, causing them to end their collaboration for good. Nevertheless, that won’t end Ivy Park for the Beyhive and more.
According to The Hollywood Reporter, Beyoncé wishes to “reclaim her brand, chart her path and maintain creative freedom.” Two years before the partnership, the “The Pink Panther” actress debuted Ivy Park as a joint 50-50 project with Sir Philip Green of Topshop. The association stopped in 2018, with her gaining full ownership of Ivy Park.
Although Beyoncé’s music career is thriving given her making history last month by becoming “the most-awarded artist in Grammys history” and everything she touches turning to gold. Unfortunately, the same could not be said for Ivy Park
Last month, The Wall Street Journal reported that the partnership with Adidas made the apparel brand lose roughly $200 million. Per reports, in 2022, there was a significant drop in numbers to about 50%, causing the company to lose $40 million after hoping for $250 million in sales that year.
At the time speculations surfaced that plans for the partnership’s dissolution were in the works, but neither party spoke about whether the contract would be renewed or Ivy Park would be let go. Adidas execs even assured fans of the “Cuff It” songstress that the “partnership is strong and successful,” adding: “We continue to be inspired by our collective vision and are proud of the work we have created together.”
At the time, no response was received from Beyoncé’s rep about the allegations surrounding the partnership’s struggle, possibly because she and her team were prioritizing the launch of Ivy Park in Dubai and her upcoming tour.
However, despite Adidas’ reported loss, Queen Bey still got paid as she had already negotiated a yearly salary of $20 million. Not to mention, her highly anticipated world tour — the first since 2016, is sure to make a boatload of money for the brand, with many of her devoted followers planning to rock Ivy Park gear to the concerts.
The ‘Dreamgirls’ Star Books All Chanel Ayan’s Models For Ivy Park Debut In Dubai
In January, Beyoncé previewed her latest Adidas x Ivy Park collaboration, Park Trail, in Dubai. The following day, she performed a private concert in the city, marking her first live show in four years.
For the big unveil, she enlisted the help of the breakout star from “The Real Housewives of Dubai,” Chanel Ayan. The Blast reported that the fashion show was an invitation-only event that included the cast of the reality show, including Ayan, Caroline Stanbury, Lesa Milan, and Nina Ali.
Ayan, a model, also owns a modeling agency housing multiple stunning models of color, all of whom the “Beautiful Liar” singer booked for her first Ivy Park show in Dubai. The reality star was over the moon about the collaboration as she took to Twitter to brag, “Beyoncé booked all my models to walk for the Ivy park show in Dubai, and That’s on period DOT #rhodubai.”
The melanin-rich models were clad in signature bright orange outfits, described as “key colors for SS23 Ivy Park collection.”
Beyoncé is set to kickstart her Renaissance World Tour this May in Stockholm. It will extend through Europe with stops in Cardiff, Edinburgh, Sunderland, Paris, London, Marseille, Amsterdam, and Warsaw, among others.
The “Crazy in Love” vocalist will then head back to North America to perform in Toronto, Vancouver, Atlanta, Las Vegas, Los Angeles, Boston, Charlotte, Detroit, Miami, and more. She also has shows in the New York City metro area, San Francisco, Nashville, and Houston, her hometown, before concluding her tour in New Orleans.