Beyoncé's Ivy Park Line With Adidas Suffers From Major Revenue Loss: Report

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LOS ANGELES, CA - MARCH 27: In this handout photo provided by A.M.P.A.S., Beyoncé performs during the ABC telecast of the 94th Oscars® on Sunday, March 27, 2022 in Los Angeles, California. (Photo by Mason Poole/A.M.P.A.S. via Getty Images)
A new report claims Ivy Park x Adidas underperformed in 2022 by 86%.

Beyoncé fans are just about willing to consume anything she dishes out. Over the years, Bey’s expanded into different avenues beyond music, such as film, and even clothing. Her brand is basically recession-proof, as we’ve seen with her recently announced Renaissance tour. Fans are shelling out top-dollar to secure tickets for shows, which led Bey to add even more dates to accommodate the demand. It speaks volumes to how strong her grip on the culture is, especially when you look at her other ventures.

In 2019, Beyoncé announced her own Adidas line in collaboration with her athleisure brand, Ivy Park. Adidas described the collab as a “[unity of] two iconic brands, celebrating their heritage while creating uniforms of power.” Adidas evidently banked on Beyoncé’s brand to bring in major revenue.  In 2020, analysts indicated that Ivy Park could end up outperforming Kanye’s Yeezy Brand as a top earner for Adidas. Unfortunately, it seems those predictions weren’t entirely accurate as Ivy Park sales reportedly declined drastically in the past year.

Beyoncé’s Ivy Park x Adidas Is $200M In The Hole: WJS

According to the Wall Street Journal, Ivy Park sales suffered heavily in the past year as a result of “weak sales.” Despite the online hype, sales for Ivy Park dropped by 50%, down to $40M in 2022 -- an 86% gap from what they initially anticipated. Experts predicted Ivy Park would generate $250M in sales last year. Adidas now has a $200M hole among its projects. With the Yeezy brand now gone from its roster, it appears that Adidas needs to restrategize for its next drops with Ivy Park.

Despite the report, a rep for Adidas asserted that their partnership with Ivy Park is “strong and successful,” in a statement to Fast Company. “As part of our valued strategic partnership with Ivy Park, we continue to be inspired by our collective vision and are proud of the work we have created together,” the rep continued. Beyoncé and Ivy Park are currently revving up to release the PARK TRAIL collection on February 9th, which the singer described as her “favorite drop to date” in a post shared on Instagram. 

About The Author
Aron A. is a features editor for HotNewHipHop. Beginning his tenure at HotNewHipHop in July 2017, he has comprehensively documented the biggest stories in the culture over the past few years. Throughout his time, Aron’s helped introduce a number of buzzing up-and-coming artists to our audience, identifying regional trends and highlighting hip-hop from across the globe. As a Canadian-based music journalist, he has also made a concerted effort to put spotlights on artists hailing from North of the border as part of Rise & Grind, the weekly interview series that he created and launched in 2021. Aron also broke a number of stories through his extensive interviews with beloved figures in the culture. These include industry vets (Quality Control co-founder Kevin "Coach K" Lee, Wayno Clark), definitive producers (DJ Paul, Hit-Boy, Zaytoven), cultural disruptors (Soulja Boy), lyrical heavyweights (Pusha T, Styles P, Danny Brown), cultural pioneers (Dapper Dan, Big Daddy Kane), and the next generation of stars (Lil Durk, Latto, Fivio Foreign, Denzel Curry). Aron also penned cover stories with the likes of Rick Ross, Central Cee, Moneybagg Yo, Vince Staples, and Bobby Shmurda.
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