Beyoncé’s clothing line with Adidas, Ivy Park is reportedly coming to an end.
Beyonce and Adidas have agreed to go their separate ways after Ivy Park reportedly lost $200 million for the sportswear brand last year.
The Wall Street Journal reports that revenue from Beyoncé’s Ivy Park brand fell more than 50% last year and Adidas are debating whether to end its partnership with the singer.
It has been a tough year for Adidas. The company lost $1.3 billion when it ended its lucrative partnership with Kanye West’s Yeezy brand in 2022 after the rapper made anti-Semitic comments.
Why it matters: Ivy Park’s decline shows why some celebrity brands fail and others (like Rihanna’s Fenty empire and Kim Kardahian’s Skims) are successful.
Why did Beyoncé’s Ivy Park fail?
- Beyoncé is rarely seen wearing the Ivy Park brand, unlike Kardashian and her family who wear the Skims clothing frequently. Meanwhile, Rihanna brought out a Fenty Beauty compact during her Super Bowl halftime show.
- TikToker A-List Business Strategist says that Ivy Park’s affordable sportswear did not draw consumers because it does not correlate with Beyonce’s luxurious and glamorous image.
- According to consumer technology writer Rex Woodbury, Ivy Park’s products were low-effort and did not have a unique insight beyond standard athleisure. Skims’ unique insight is that shapewear can be outwear while Rihanna’s Fenty Beauty believes make-up should come in more shades for people of color.
- Woodbury also says that the Ivy Park brand did not move beyond the celebrity figurehead of Beyoncé. He says: “the best brands elevate themselves beyond one person.” Skims marketing rarely features Kardashian now — and uses stars like Mia and Lucia from White Lotus. Rihanna has used numerous other celebrities, like Johnny Depp, to showcase her Savage X Fenty line.
However: An Ivy Park representative denied claims that Beyonce’s brand was suffering with weak sales and says the clothing line is “strong and successful.”
Update 03/24/2023 by Pesala Bandara: Information on Beyoncé’s creative partnership with Adidas coming to an end added.