Ivy Park: is the love affair between Adidas and Beyoncé drawing to a close?
Nicola Mira
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More than four years after that, it is clear that Ivy Park’s magic ingredients did not work, despite Beyoncé’s international reputation. On the contrary, the setback appears to be so major the Wall Street Journal reported in February that, in 2022, Ivy Park generated less than half the sales it did in 2021, barely reaching revenue of $40 million. The newspaper wrote that the German group’s road map for Ivy Park had forecast revenue of approximately $250 million for last year.
In the following days, Adidas’s US spokespersons refuted these figures to Forbes, claiming that “a strong partnership” exists with Ivy Park, which is owned by Parkwood Entertainment, Beyoncé Knowles-Carter’s production company.
However, two US media outlets reported in the last few days that the relationship between Beyoncé’s label and Adidas has reached an impasse. Both
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Ivy Park’s latest collection, Park Trail, was launched on the market in February. It is listed as out of stock on Adidas’s US e-shop, and none of its products are currently available on the brand’s European site. The agreement between the two parties runs until the end of 2023.
