The reasons for the breach of the contract between Adidas and Beyoncé

It’s the end of an era: Beyoncé and Adidasthe world’s second largest sportswear brand, mutually agree to part ways. Ivy Park sales fell more than 50% to $40 million in 2022, well below the 250 million anticipated by Adidas. This has prompted a profit warning for investors as the brand tries to climb out of its billion-dollar hole and focus on core products.

The breakdown you need to know:

CultureBanx reported that Adidas’ main problem has been its strategy in recent years, centered on partnerships with other artists, such as Bad Bunny, Pharell Williams and rapper Ye (aka Kanye West). Only one of those associations consistently met or exceeded its financial expectations.

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Elton Gardner

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