Why Did Beyoncé And Adidas Part Ways?
The end of the partnership between the sportswear giant and musical sensation is a mutual decision, possibly fuelled by major losses…
Why did Beyoncé and Adidas part ways? Bazaar Arabia shares everything you need to know…
In a surprise announcement that was reported by The Hollywood Reporter, Beyoncé and Adidas are parting ways.
Originally established by the American singer in 2016 as a joint venture with Topshop, Beyoncé later united with Adidas in 2019, marking a landmark collaboration that was described as “the partnership of a lifetime” by the Grammy-winning musician.
Earlier this year, Queen Bey revealed her most recent collaboration with the fitness brand in Dubai, a performance-wear collection titled Park Trail, right after her hotly-anticipated private concert at the opening of Atlantis The Royal.
The exciting collection consisting of elevated apparel, footwear, and accessories in a variety of styles that was released in Adidas stores and online on February 9, making the recent announcement even more surprising to enthusiasts who are wondering what the reason for the break up is.
So… Why did Beyoncé and Adidas part ways?
The lifestyle brand has cited creative differences between the two parties. According to The Hollywood Reporter, Beyoncé is hoping to gain control of the creative direction and reclaim her brand again.
However, according to a report by The Wall Street Journal published right before the announcement of the star-studded Park Trail collection, Ivy Park didn’t meet its sales targets and instead undersold, with almost half of its products remaining unpurchased.
Matt Powell, a senior footwear analyst at NPD Group, predicted that the Beyoncé x Adidas collaboration would break the previously-held sales records of Yeezy by Kanye West. In retrospect, it’s clear that the global superstar who is embarking on a Renaissance Tour soon has not been able to emulate her musical career’s massive success with her fashion venture.
Will Beyoncé hit it out of the park once she regains complete creative control of her streetwear brand? Check back in for more updates.
Lead Image Courtesy/@weareivypark on Instagram