Beyonce Dumped By Adidas, Or Vice Versa?

Beyonce and Adidas have officially split.  But, the jury is still out on who actually dumped who.  Beyonce’s clothing brand Ivy Park (which she launched in 2016) began their contract with the fitness fashion company in January 2020. 

The contracts were set to be up in December 2023, but Ivy Park and Bey split from Adidas several months early.  

In early 2020, during the height of the pandemic, Ivy Park hit Adidas stores with a bang.  Despite heavy promotions on both ends, sales were decent but underwhelming.  

Adidas – Takes Another Hit

According to CBS News, “After selling $93 million worth of Ivy Park Merchandise in 2021, sales last year fell to $40 million, well below the company’s $250 million projected sales.”  The outlet goes on to say that Adidas and Ivy Park cited a “mutual decision” to pull the plug on their contract early over “mutual decisions.”

A popular theory on the internet is after Adidas Yeezy drama with Kanye West, Beyonce and her team wanted no parts of the company and even though they couldn’t get out of the contract they basically sabotaged their Adidas collection.  

Then, there’s also the possibility that even the all mighty Queen Beyonce couldn’t help bring up the company’s sales after their public relations disaster with Kanye occurred.  It’s unclear whether Beyonce was Team Ye or Team Adidas.  Maybe she didn’t want to be on either team and just quietly disassociated herself from the athletic power house.  

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Beyonce And Ivy Park Dumped Or Doing The Dumping?

Regardless of what occurred between Bey and Adidas, it’s safe to say she and Jay-Z aren’t hurting for money and won’t have to sell off any mansions to make up for the Ivy Park and Adidas split.  In an official statement, Adidas confirmed they were set to lose $1.3 Billion in projected sales after Kanye West’s mess.  So, it sounds like the sneaker company needed Bey more than she needed them.  

Do you think Beyonce dumped Adidas, or did Adidas dump Beyonce.  Have you purchased any of the Ivy Park clothing line?  Share your thoughts in the comments below and check back here for more Beyonce news. 

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