Adidas has a difficulty.
The Hollywood Reporter claims that Beyoncé and the sportswear company are no longer working together.
The rumoured breakup was announced less than two months after the singer of “RenaissanceIvy “‘s Park apparel company revealed a 50% decline in sales, raking in just $40 million in 2022 compared to $93 million in 2021.
Beyoncé’s clothing business was anticipated to generate more than $250 million in sales in 2017, according to a report from The Wall Street Journal at the time.
Yet, the publication said that the clothing and sneaker line was “losing money for Adidas” because “in five of the last six Ivy Park releases, approximately half of the items that was made didn’t sell.”
Ivy Park was first introduced by Beyoncé, 41, and Topshop in 2016. However, after being accused of sexual harassment, bullying, and racism, the singer purchased the entire brand from British millionaire Philip Green’s business in 2018.
The vocalist of “Drunk in Love” collaborated with Adidas the next year to introduce a welcoming unisex range that catered to both men and women.
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According to the 32-time Grammy winner, “This new line is joyful and lends itself to creativity, the ultimate power,” she told Elle magazine in January 2020. His acceptance of the brand has been a pleasant surprise.
“I appreciate the beauty of gender-neutral clothing and breaking so-called fashion rules.”
The brand featured a variety of styles including leggings, sweatshirts, skirts, socks, sports bras, and sneakers for adults and children in sizes XXXS to XXXXL.
In January, Beyoncé presented Park Trail, her newest Ivy Park release. The collection included items for kids, men, and women in vivid orange, blue, and camouflage. Rapper Ice Spice was invited by the singer to participate in the advertising for the brand.
In addition, the “Cuff It” singer will start his eagerly anticipated “Renaissance World Tour” in May even if his collaboration with Adidas may have ended.
Beyoncé will start the North American portion of her tour on July 8 in Toronto after giving performances elsewhere.
A number of American cities, including Chicago, New York City, Boston, Atlanta, Miami, Las Vegas, Los Angeles, Houston, and New Orleans will also see her arrival.
