Beyoncé and Adidas are parting methods round Ivy Park, the singer’s athleisure model initially launched through TopShop in 2016. Adidas and Beyoncé first teamed up in 2018 to relaunch Ivy Park, however, in line with the Hollywood Reporter, the break up was mutual and because of “creative differences.” Beyoncé is happy to “reclaim her brand, chart her own path and maintain creative freedom.”
According to Billboard and the Wall Street Journal, Adidas hoped Ivy Park would promote on the identical charge as Kanye West’s Yeezy model (which, as you little question recall, is not in manufacturing with Adidas). But Ivy Park didn’t promote to the extent Adidas anticipated, “with roughly half of the merchandise from five of the six releases remaining on shelves.”
The WSJ additionally has written about variations in Adidas and Ivy Park’s advertising and marketing methods (Adidas apparently needed to push their very own branding). By the top of 2022, Ivy Park was predicted to succeed in $40 million in gross sales, down from $93 million in 2021. The gross sales projections for 2022 have been $250 million, so that’s fairly a deficit.