Did the Beyhive not swarm with purchases?

Beyoncé and Adidas have mutually agreed to part ways after Bey’s athleisure line Ivy Park fell way below the projected $250 million in sales, The Wall Street Journal reports. In 2022, the brand only brought in $40 million in sales, which is 50% less than the previous year despite its celebrity-powered marketing campaigns that included big names like Megan Thee Stallion, Zendaya, Yara Shahidi, Cardi B, and more, per the outlet.

 

View this post on Instagram

 

A post shared by Cardi B (@iamcardib)

Beyonce initially debuted Ivy Park in 2016 in partnership with the former Top Shop owner, Philip Green. It wasn’t until 2019 that Bey partnered with Adidas, with their contract slated to end at the close of 2023.

#DishFam, why do you think Ivy Park’s star-studded campaigns weren’t enough to make a positive impact in sales? #dishnation