Beyoncé's Adidas clothing line suffering from weak sales
Beyoncé unveiled her latest Ivy Park merchandise in Dubai last month, but sales have been down in recent times.
Beyoncé may have recently become the most decorated artist in Grammys history, but her line of activewear isn’t enjoying the same success.
The brand, Ivy Park, is a partnership with Adidas and is size-inclusive, running from XXXS to XXXL. It includes unisex styles for adults and kids ranging from leggings to dresses to sneakers.
Beyoncé unveiled the latest line during her recent visit to Dubai, but it looks as though recent sales haven’t been close to projections.
Sales for Beyoncé's line have dropped
The Wall Street Journal are reporting that sales for Ivy Park have been weak. Sales have dropped by more than 50 percent to about $40 million in 2022.
That’s well below the $250 million in sales Adidas projected, leaving close to a $200 million hole in the company’s projections.
“In five of the last six Ivy Park releases, roughly half of the merchandise that was produced went unsold, the documents show,” the outlet wrote.
After Beyoncé originally launched her line Topshop, she linked up with Adidas in 2019. The agreement is set to end in 2023, and the report suggests there have been talks about either ending or revamping the arrangement.
At the time, Adidas called the arrangement the “partnership of a lifetime” as they looked to diversify their portfolio.
The next Ivy Park release is set to drop this week, days following Beyonce’s historic night at the Grammys. New items include a basketball shoe, a camo sequin jacket and children’s clothes, which range in price from $30 to $600.
Beyoncé fans doing all they can for tickets over clothing line
Although Beyoncé fans aren’t lining up to buy her Ivy Park clothing line, they are pulling out all the stops to get tickets for her ‘Renaissance’ tour.
Fans have set up crowdfunding campaigns on GoFundMe to try and help with the cost of ticket prices for the global tour.
Targets range from hundreds to even thousands of dollars for the campaigns, with fans donating between $5 to $100.
One fan defended her campaign target of $2000 by stating she has been a fan of the singer since she was two.
“‘I know what you’re saying. Ain’t nobody ‘bout to give me $2000 to see Beyoncé but just hear me out,” the fan wrote. “I’ve loved Beyoncé since I was two years old. ...I just need to see her live and smell the same air as her. So I will take anything to help.”
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