Beyoncé and Adidas Decide to Part Ways
While Beyoncé has a lot of recognition for singing, she is also a fashion icon. Now, it looks like she will be going through a fashion “Renaissance” as she splits up with Adidas.
After a four-year partnership, the German fashion brand and the 32 time Grammy winner have ended their collaboration. They worked together on her athleisure line, Ivy Park. According to a close source, the decision was mutual due to creative reasons. Beyoncé may still be pursuing fashion ventures, this time with more creative control. It is unclear if she will continue with the Ivy Park name.
Beyoncé’s new team is really off to a good start. Beyoncé being excited about revamping Ivy Park gives me so much joy cos adidas was limiting. The partnership was a huge success but it felt more like an adidas product. Now, what’s next? Ivy Park with Tiffany & Co? Balmain? Etc. https://t.co/CefyQFg2Wp
— I Choose Violence (@ourhermitage) March 23, 2023
Beyoncé founded Ivy Park in 2016, before her Adidas partnership. She launched the brand, in collaboration with Sir Phillip Green, former chairman of the retail company, Arcadia Group, which owned the fashion brand Topshop. Topshop was the official collaborator with Ivy Park. However, Green was later bought out by Beyoncé’s management after he had many sexual assault allegations. In April 2016, Ivy Park launched. During the original launch, Beyoncé stated that she wanted to “push the boundaries of athletic wear and to support and inspire women who understand that beauty is more than your physical appearance.”
Beyoncé is reportedly ending her collaboration with Adidas, but that doesn’t necessarily mean the end of Ivy Park.
— RENAISSANCE WORLD TOUR (@RenaissanceWT) March 23, 2023
Beyoncé ended her collaboration with Arcadia Group/Topshop, and continued the Ivy Park brand with a new stockist and retailer. pic.twitter.com/aJgowPDQH0
The official announcement of the collaboration between Ivy Park and Adidas was in 2019 after Ivy Park and Topshop severed ties. This launch included a big promotion, with celebrities receiving promotional boxes, including Angela Bassett, Reese Witherspoon, and Kendall Jenner. Six minutes after the original online launch in January 2019, Ivy Park had sold out. She had a couple more big drops after the original, and history repeated itself as her clothes once again sold out quickly. That shows that the Beyhive has a lot of power in music and fashion.
Beyoncé decided to separate ivy Park from Adidas and venture off into her own lane
— ShayFobic (@bbeyfobic) March 23, 2023
BUT let us never forget these iconic ivy park moments that broke the internet
EVERYONE WANTED THOSE DAMN BOXES😭 pic.twitter.com/SBkl11Cxfq
Beyoncé has been very busy lately. Last year, she released her seventh studio album Renaissance. This album won Best Dance/Electronic Album at the Grammys and had a nomination for Album of the Year. In addition, the lead single “Break My Soul” won Best Dance/Electronic Recording. It had additional nominations for Song of the Year, Record of the Year, and Best Remixed Recording. This past January, Beyoncé performed in Dubai, her first full concert since 2018. In February, she announced dates for her upcoming Renaissance tour, and those tickets are in high demand.
Beyoncé’s #RENAISSANCEWorldTour starts in just 50 days.
— RENAISSANCE WORLD TOUR (@RenaissanceWT) March 21, 2023
You got your ticket? pic.twitter.com/FWdMrzouc3
Adolf Dassler created Adidas in Germany in 1924. What started as a running shoe factory has become a 27-billion-dollar sportswear company. Along with Beyoncé, the brand has collaborated with many celebrities, including Jonah Hill, Pharrell Williams, and Ye. Adidas has also worked with big designers including Stella McCartney, Alexander Wang, and Jeremy Scott. In addition, Adidas has been the sponsor for successful athletes like David Beckham, Lionel Messi, and James Harden. So while one collaboration is ending, there may be room for more soon.
According to reports, despite the large sales, Adidas was not meeting expectations for sales with Ivy Park. In fact, they were losing money. Last year, sales for the brand went down from the year before. This led to projections for 2023 to be around a fifth of what they once were. Beyoncé was still making money from the deal. However, Adidas could have lost 10 million dollars. This split could be a nice thing in the long run and could lead to a profitable fashion future.
