Is the partnership between Adidas and Beyoncé for Ivy Park coming to an end? When Adidas signed a deal with Beyoncé in 2018 to collaborate on her athleisure brand, Ivy Park, it seemed like a winning combination. With Beyoncé’s star power and the potential to create a phenomenon similar to Rihanna’s partnership with Puma, the future looked bright. However, after more than four years, it is clear that Ivy Park has not met expectations.

The decline in sales for Ivy Park is significant, with the brand generating less than half of its previous year’s sales in 2022, according to the Wall Street Journal. This comes as a surprise, considering Adidas had projected revenue of around $250 million for Ivy Park in 2022. Adidas has since refuted these figures and insists that their partnership with Ivy Park is strong.

However, recent reports from TMZ and The Hollywood Reporter suggest that the relationship between Beyoncé’s label and Adidas has hit a roadblock. Both sources indicate that the collaboration will come to an end. Ivy Park has not met Adidas’ financial expectations, and Beyoncé reportedly wants to regain control of the brand and have the freedom to chart her own path.

This situation mirrors what Kanye West experienced with his Yeezy brand in the past. West expressed frustration over not being able to fully express his creativity and imposed his own vision. It appears that Beyoncé shares similar sentiments and desires more control over Ivy Park.

The latest Ivy Park collection, Park Trail, was launched in February, but it is currently out of stock on Adidas’ US website. None of the collection’s products are available on the brand’s European site either. The agreement between Adidas and Beyoncé’s label is set to expire at the end of 2023.

Adidas has chosen not to comment on the situation at this time. The future of Ivy Park and whether Beyoncé will indeed reclaim control of the brand remains uncertain. As the Adidas and Beyoncé partnership nears its potential end, the fate of Ivy Park hangs in the balance.

Useful links:
Article from The Wall Street Journal about Ivy Park’s struggles
TMZ article discussing the potential split between Adidas and Ivy Park