Adidas ended its partnership with pop singer Beyonce after sales of her adidas x Ivy Park gender-neutral streetwear line fell below expectations last year.
According to a Wall Street Journal report, sales of Beyonce’s Ivy Park streetwear collaboration with adidas dropped by 50% in 2022 to $40 million, far below the company’s projected sales of $250 million.
A source close to the situation tells The Hollywood Reporter that the sportswear giant and the Grammy-winning entrepreneur “mutually agreed to part ways.”
THR reports there were “major creative differences between Ivy Park and Adidas.”
Beyonce introduced her Ivy Park line in 2016. In 2018 she entered into a creative partnership with adidas, expanding her clothing line to feature gender-neutral garments and footwear.
The Renaissance singer provided exclusive garments and footwear to her celebrity friends, while her fans scrambled to find the clothing line in stores and online without success.
Despite her major failures in the fashion industry over the years, Beyonce insists that she be included in the same category as real designers.
The mom-of-three, who covers the April issue of Vogue France, announced on Friday that she has co-created a haute couture collection with Olivier Rousteing, Balmain’s creative director.
The new line, Couture by Beyonce x Balmain, includes 16 couture outfits inspired by the 16 songs on her Renaissance album.
Beyonce called Olivier “a dream collaborator and a constantly innovating and evolving creative.”
“Thank you @olivier_rousteing and @balmain for bringing RENAISSANCE to life in couture,” Beyonce wrote on Instagram. “Olivier is a dream collaborator and a constantly innovating and evolving creative. All that he has done as a Black designer in breaking down and opening doors has been inspiring. From our very first meeting, to his designs over the years for my performances and appearances, I knew one day I would work with him on a collection. I am so proud of what we created and the synergy that formed between our teams.”