Beyoncé and Adidas (ADDYY), a former business collaboration, have broken up. The Wall Street Journal reported on Tuesday, citing sources familiar with the issue, that the American singer’s fashion collaboration with the German footwear and apparel giant had ended. The collaboration started this year with the hope of revitalizing her Ivy Park business.
The Hollywood Reporter broke the news last Thursday that the Grammy-winning American pop artist had severed ties with Adidas. According to the media source, the two parties came to the decision amicably due to “major creative differences.”
The WSJ noted earlier that sales of Beyoncé and Adidas’s Ivy Park collection were significantly lower than anticipated. The sportswear label’s sales had plummeted by over 50%. Despite predictions of $250 million, the company only made $40 million in sales. Beyoncé received a $20 million fee for her services.
According to the outlet, Beyoncé first partnered with Top Shop, owned by Sir Philip Green. She partnered with Adidas in 2018 as the sportswear giant wanted to replicate its early success with celebrity rapper Kanye West. The company was also looking diversify by adding more collaborations with women.
In January 2023, the Renaissance singer previewed her new collection called Park Trial in Dubai. She performed the next day at Atlantis the Royal. She performed live, after a gap of four years.
Live on https://t.co/SDScvRTZ6p 12 PM PST pic.twitter.com/ozhQd1chIx
— BEYONCÉ (@Beyonce) January 17, 2020
After the news of creative differences with the sportswear company was released, on Thursday, the Renaissance singer announced a new partnership with fashion house Balmain, the next day. She co-designed a 17-piece couture collection with Olivier Rousteing, who is the creative director of Balmain and Marni Senofonte, who is Beyoncé’s stylist,
Both Adidas and reps of Beyoncé declined to respond when asked for comment.
CWEB has provided some information for this story.
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