More collaborations going south: Beyoncé’s Ivy Park Line

The collaboration with West may have been the most lucrative one for Adidas, but going back doesn’t seem to be an option. It has to find other ways—other celebrities—to plug the gap, which might be easier said than done.


Beyoncé, the singer who just set a new record for most Grammys won, seemed like a formidable candidate for a partnership. But her inclusive streetwear collection isn’t doing any Ye-kind of numbers for Adidas. In fact, the Ivy Park line is turning out to be more of a burden than a boon: Its sales fell more than 50% to $40 million in 2022, far below the $250 million Adidas projected, a recent Wall Street Journal report said.

The existing contract between the musician and the brand, which pays the former $20 million annually, is set to expire at the end of this year. Adidas executives are apparently considering rejigging or terminating it.


Meanwhile, as it hunts for a hero collaboration to replace Ye, the brand is continuing to work with luxury brands like Gucci, Stella McCartney, and Prada, and athletes like American professional skateboarder Dennis Busenitz, to keep shelves stocked with novel designs—many with price tags in the high hundreds of dollars.

Work-in-progress: Jerry Lorenzo’s Fear of God

In December 2020, Adidas announced a partnership with Fear of God founder Jerry Lorenzo, who left the swoosh brand Nike for the three stripes. But besides one yellow hoodie and Lorenzo distancing himself from an Adidas Basketball campaign in December 2022, the highly anticipated partnership has generated little buzz. However, the designer and the brand expected to be “sharing more in the first half of 2023.”


Related stories

👟 Ye is out, but Yeezy is staying at Adidas

🗣️ Adidas has realized it was time to boot Ye

🤷 Kanye’s $90 Gap hoodie already costs 10 times the list price on Depop

📬 Sign up for the Daily Brief

Our free, fast, and fun briefing on the global economy, delivered every weekday morning.