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The Real Reason Beyonce ENDED Her Ivy Park Deal With Addias
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March 24, 2023
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6:48Now PlayingBey and Adidas, who relaunched the clothing brand in 2019, have reportedly agreed to part ways mutually.
Ivy Park—Beyoncé’s fashionable athletic clothing collaboration with Adidas—is coming to an end, The Hollywood Reporter and TMZ report. A source close to the situation told THR that Beyoncé and the German shoe and clothing brand have mutually agreed to part ways, though no specific reason for the termination was mentioned. This February, The Wall Street Journal ran an article reporting on weak sales for Ivy Park.
Beyoncé debuted Ivy Park in 2016 as a 50/50 venture with Philip Green, the owner of popular British clothing brand Topshop. In 2018, Beyoncé’s Parkwood Entertainment acquired full ownership of the brand after sexual and racial harassment allegations were made towards Green in October of that year. In 2019, Beyoncé relaunched Ivy Park with Adidas.
Upon announcing her creative partnership with Adidas in 2019, Beyoncé wrote in a press release: “This is the partnership of a lifetime for me. Adidas has had tremendous success in pushing creative boundaries. We share a philosophy that puts creativity, growth and social responsibility at the forefront of business. I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”
In January, Beyoncé previewed her latest Ivy Park collection, titled Park Trail. The campaign was marketed as “a new rule-breaking, trail-blazing expression of performance wear.” It debuted in Dubai, days before Beyoncé’s performance at a luxury resort in the United Arab Emirates city.
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