Citing people familiar with the matter, Hollywood Reporter reported disappointing sales of the singer's Ivy Park clothing line. According to documents from the Wall Street Journal, sales totaled $40 million in 2022, down significantly from $93 million in 2021. This, along with an annual payment of approximately $20 million to Knowles-Carter, has led Adidas to terminate their relationship.
In 2019, the singer and the brand entered a creative collaboration that saw the reintroduction of Ivy Park and the design of new Adidas footwear and apparel. The woke clothing line features inclusive sizing and gender-neutral styles, but this was not enough to sustain the partnership. Adidas also announced it would end its partnership with Kanye West in October 2022. The company stated that it was the sole owner of all design rights to existing and new products and that more information would be given during its upcoming Q3 earnings announcement.
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The end of the Adidas-Beyoncé partnership marks a disappointing conclusion to the collaboration, with sales of the Ivy Park line falling short of expectations.
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