Beyoncé and Adidas end partnership over ‘creative differences’
After about five years of creative collaboration, Beyoncé and Adidas are going their separate ways. Fans will remember that Beyoncé collaborated with the sports brand in 2018 when she relaunched Ivy Park.
Adidas didn’t gain much from the merger, however, as the affiliation suffered significant losses of hundreds of millions of dollars, which likely contributed to their mutual decision to part ways.
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 exciting new plans for her activewear line. In addition to relaunching Ivy Park through the German lifestyle company in 2018, he created new clothing and footwear for the brand.
However, the duo reportedly had “significant creative differences” amid their affiliation, which led to them ending their collaboration for good. However, this won’t be the end of Ivy Park for the Beyhive and more.
Based on The Hollywood Reporter, Beyoncé wants to “reclaim her brand, chart her path and maintain creative freedom.” Two years before the partnership, the ‘Pink Panther’ actress debuted at Ivy Park as a 50-50 project with Sir Philip Green from Topshop. The association dissolved in 2018 and he acquired full ownership of Ivy Park.
While Beyoncé’s music career is booming, having made history last month by becoming the “most awarded artist in Grammy history,” everything she touches turns to gold. Unfortunately, the same cannot be said for Ivy Park
Last month, The Wall Street Journal reported that the partnership with Adidas cost the clothing brand roughly $200 million. According to reports, 2022. the numbers dropped significantly to about 50%, causing the company to lose $40 million after it had hoped for $250 million in sales that year.
At the time, speculation was rife that plans were afoot to dissolve the partnership, but neither side spoke about whether they would renew the contract or let Ivy Park go. Adidas executives even assured fans of the “Cuff It” singer that the “partnership is strong and successful,” adding, “We continue to be inspired by our shared vision and proud of the work we’ve created together.”
At the time, there was no response from Beyoncé’s rep regarding the allegations surrounding the partnership’s struggles, possibly because she and her team were prioritizing the launch of Ivy Park in Dubai and their upcoming tour.
However, despite Adidas’ reported loss, Queen Bey has continued to get paid as she has already negotiated a $20 million annual salary. Not to mention, his highly-anticipated world tour – his first since 2016 – is sure to make the brand a boatload of money, with many of his devoted followers planning to rock the Ivy Park gear at concerts.
“Dreamgirls” star books all models Chanel Ayan debuts at Ivy Park in Dubai
In January, Beyoncé unveiled her latest Adidas x Ivy Park collaboration, the Park Trail, in Dubai. The next day he gave a private concert in the city, his first live performance in four years.
The grand unveiling was called by the with help from “The Real Housewives of Dubai” breakout star Chanel Ayan. The explosion reported that the fashion show was an invitation-only event attended by the reality show’s cast, including Ayan, Caroline Stanbury, Lesa Milan and Nina Ali.
Ayan, a model, also owns a modeling agency with several stunning models of color booked by the ‘Beautiful Liar’ singer for her first Ivy Park show in Dubai. The reality star was delighted with the collaboration, boasting on Twitter: “Beyoncé booked all my models to walk the Ivy park show in Dubai and it’s during DOT #rhodubai.”
The melanin-rich models were dressed in signature bright orange outfits, described as “the key colors of the SS23 Ivy Park collection”.
Beyoncé kicks off her Renaissance world tour in Stockholm in May. It spans Europe in Cardiff, Edinburgh, Sunderland, Paris, London, Marseille, Amsterdam and Warsaw, among others.
The “Crazy in Love” singer will then head back to North America to perform in Toronto, Vancouver, Atlanta, Las Vegas, Los Angeles, Boston, Charlotte, Detroit, Miami, and more. He also has shows in the New York metro area, San Francisco, Nashville and his hometown of Houston before wrapping up his tour in New Orleans.