Adidas will reportedly discontinue its partnership with Beyoncé’s Ivy Park apparel line due to poor sales performance. The sales of the Ivy Park line fell short of Adidas’ expectations by over $200 million, according to reports.
The decision comes after Beyoncé’s collaboration with Adidas was launched in 2020 with much fanfare. The Ivy Park collection was marketed as a “vision of strength, wellness, and creativity” for women. However, it appears that the collection failed to resonate with consumers, leading to the reported sales decline.
Adidas has not officially commented on the decision to end the partnership with Ivy Park, but a source close to the company confirmed the news to Breitbart. The source also stated that the decision to discontinue the line was mutual between Adidas and Beyoncé.
This is not the first time that Beyoncé has experienced setbacks in the fashion industry. Her previous venture, House of Deréon, also faced criticism and ultimately folded due to poor sales performance.
Despite this setback, Beyoncé remains a highly successful entertainer and businesswoman, with her net worth estimated at $500 million. She is also set to embark on a world tour later this year, which is expected to generate significant revenue.
It remains to be seen what the future holds for Beyoncé’s fashion endeavors, but for now, it appears that the Ivy Park line will no longer be a part of her partnership with Adidas.