Beyoncé at an event in Dubai, 2023.
Photo: Getty Images for Atlantis The Ro, Kevin Mazur. All rights reserved.
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As of 2019, Beyoncé’s Ivy Park athleisure brand, originally launched in 2016, has been distributed by Adidas. However, reports emerged on Thursday (March 23) that the collaboration between the R’n’B star and the German sporting goods manufacturer has ended. The background to the separation, which was probably completed by mutual agreement, was “creative differences”. In February, however, it also became public that the profits of the last “Ivy Park” collections were far below the figures expected by Adidas.
When the collaboration came about, the artist said it could be a lifelong partnership. There were also estimates that it could be more successful than working with Kanye West. Most of the collections launched together over the last few years were officially sold out within a very short time. However, no article could be established that came anywhere close to the cultural and monetary relevance of the “Yeezy” sneaker series.
The future of the brand is uncertain. It is owned by Beyoncé’s management company Parkwood Entertainment. It can be assumed that an attempt will be made to keep them alive. The current collection was only unveiled in Dubai in January of this year under the title “Park Trail”.
In February, Beyoncé became the most decorated artist in Grammy history. Although she is still missing an award in one of the so-called major categories, she has won a total of 32 golden gramophones over the course of her career.
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