In 2018, Beyoncé and Adidas collaborated. Now that the collaboration is over, she relaunched her Ivy Park athletic brand and designed new shoes for the business.
Beyoncé is keen to regain her brand after what looks to be a serious creative fallout between Ivy Park and Adidas over branding and marketing.
Some people think that the decline in sales was a factor in this separation. According to The Wall Street Journal, five of the past six launches of the Ivy Park brand “went unsold,” and “nearly half of the stuff that was created went unsold.”
Adidas has been experiencing dismal sales, and they dismissed Kanye West last year due to his antisemitic remarks. They are unsure on what to do with the Yeezy products. The end-of-year earnings were badly impacted by the inability to sell the Yeezy shoe line, which led to a net loss of 513 million euros.
Author: Paschal Chidubem
