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Adidas Is Reportedly Taking A $200M Loss From Beyoncé’s Ivy Park

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Ivy Park

Beyoncé’s latest Ivy Park collection with Adidas is set drop this week and although anticipation appears high, a new report from The Wall Street Journal suggests that the outlook for the singer’s clothing line may not be so rosy.

According to documents, the Ivy Park line is falling well short of Adidas’ initial projections. In 2022, the company expected the collection to bring in $250 million in sales banking on the hype for all things Beyoncé; it reportedly only managed $40 million. That was down 50% from the year before. Since Beyoncé gets $20 million a year for licensing her name and likeness to the brand, the Journal estimates Adidas is actually losing money.

The 2019 contract between Adidas and Beyoncé is set to expire after this year, and the Journal‘s sources say the brand’s executives are looking at whether or not they should end the partnership or try something new. Among possible solutions apparently being discussed are how much more or less Adidas branding Ivy Park should bear.

The latest collection is set to release online tomorrow (Thursday, February 9) and in stores the day after; the promotional campaign features breakout rapper Ice Spice and Offset.

Adidas has had a rough road regarding its artist partnerships of late; in 2022, the German athletic wear company cut ties with Kanye West in the wake of his antisemitic press tour, although the company still intends to release the Yeezy Boost designs without his name attached.

What Is Beyoncé’s Ivy Park Trail Collection’s Release Date?

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Beyonce ivy park
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Everything is coming up Beyoncé this week. After she made history with her Grammy win for Best Dance/Electronic Album for Renaissance, the presale for tickets to her upcoming world tour began. But that’s not all.

Tomorrow, February 9, the latest collection from Beyoncé’s Adidas-backed Ivy Park label will arrive, just in time to take advantage of all the good Beyoncé vibes this week.

Park Trail, the name of the new collection, appears to be centered around the great outdoors, with parkas and puffer jackets, hiking shoes, and cargo pants all in bold oranges and camouflage prints.

Ivy Park promoted the new line with a campaign featuring folks like Ice Spice and Offset (along with his son, Kody Cephus), releasing images featuring Offset decked-out from head-to-toe in deer hunter orange, a camoed-down Ice Spice, and even model Devon Aoki in an all-purple ensemble featuring a translucent trenchcoat, a knee-length sports dress, and matching sock boots.

Technically, the collection will be available online on February 9, while you can buy the pieces in real life at select retailers beginning February 10.

In other Beyoncé news, fans were relieved to hear that tickets to the upcoming Renaissance Tour cannot be resold for more than their face price as the unusual rollout for them made things a little more complicated than in the past.

Where To Buy Beyoncé’s Ivy Park Trail Collection

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On the heels of dropping the tickets for her 2023 Renaissance Tour, Beyoncé is keeping fans excited with her upcoming Ivy Park x Adidas Park Trail collection and campaign.

Starring everyone from Ice Spice to Devon Aoki, the new drop from Bey’s athleisure company is perfect for the outdoors. Using camouflage, orange, and purple colors on the varied puffers and outfit styles in the current promotional photos, there’s something for every type of weather.

Fans can shop the new Ivy Park x Adidas Park Trail starting tomorrow (February 9) at your local Adidas store or online through the company’s website. However, according to Elle, those who want to immediately purchase the drop need to download the Adidas Confirmed app and wait in a virtual queue.

The following day, February 10, Ivy Park’s new collection will be available through other selected retailers. This could include previously stocked stores like ASOS and Foot Locker, as well as Ssense, Finish Line, and Snipes, per the publication.

According to Adidas’ website, the new drop will have 56 apparel styles between the company’s inclusive sizing, twelve accessories, and three footwear styles.

“The campaign is centered around embracing exploration and adventure to the fullest and guides us to a place of wonder and revelation through time, space and self-transformation,” the site notes. “This experience depicts both the natural and the metaphysical, which can be as literal as an exhilarating walk down a nature path or a city sidewalk or more abstract, exploring inward and discovering new dimensions.”

More information about Beyoncé’s upcoming Ivy Park x Adidas Park Trail is available here.

Beyoncé Teases “Favorite Drop” Yet For Ivy Park

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Beyoncé says that Ivy Park’s next release is her “favorite drop to date.” The full park trial collection will be available on Thursday, February 9. Beyoncé teased the pieces in a post on Instagram, Wednesday, sharing a photo of herself in a sports bra and cargo pants. “My favorite drop to date. Check out the full PARK TRAIL collection, available 2/9/23,” she captioned the picture.

The post comes after news broke that the clothing line with Adidas missed internal sales projections by over $200 million last year. The Wall Street Journal reports that Beyoncé is still earning $20 million a year from the deal. They also cite internal documents showing Ivy Park did roughly $40 million in sales in 2022, down from $93 million in 2021. The company estimated they’d cross $250 million in sales for 2022.

Beyoncé’s IG Post

Last month, Ice Spice and Offset teamed up with Beyoncé to promote the brand. Ice Spice later reflected on her experience working with the legendary singer during an interview with Ebro Darden on Apple Music 1. “You know she’s smart and professional,” Ice Spice shared. “She went through for me proper channels and she did everything right. I really was, she’s so real. She’s such a boss. It’s a honor that Beyoncé picked me to be part of this campaign and shit, but I can’t say too much on it yet. So, it’s going to be out soon though.”

In addition to her work on Ivy Park, Beyoncé is embarking on her Renaissance World Tour, later his year. Tickets for the shows went on sale, earlier this week. The sales sparked pandemonium among fans as they rushed to secure a spot at the concerts. In a press statement, Live Nation shared that fan demand for the U.S. shows exceeded available seats by over 800%. “It is still expected that the majority of interested fans will not be able to get tickets,” they said. “Demand drastically exceeds supply.” The tour is scheduled to begin on May 10, 2023, at Friends Arena in Stockholm. Ticket prices range form $62 and up, varying by city. It will be her first solo tour since the Formation World Tour in 2016.

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Beyoncé’s Ivy Park Line With Adidas Suffers From Major Revenue Loss: Report

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Beyoncé fans are just about willing to consume anything she dishes out. Over the years, Bey’s expanded into different avenues beyond music, such as film, and even clothing. Her brand is basically recession-proof, as we’ve seen with her recently announced Renaissance tour. Fans are shelling out top-dollar to secure tickets for shows, which led Bey to add even more dates to accommodate the demand. It speaks volumes to how strong her grip on the culture is, especially when you look at her other ventures.

In 2019, Beyoncé announced her own Adidas line in collaboration with her athleisure brand, Ivy Park. Adidas described the collab as a “[unity of] two iconic brands, celebrating their heritage while creating uniforms of power.” Adidas evidently banked on Beyoncé’s brand to bring in major revenue.  In 2020, analysts indicated that Ivy Park could end up outperforming Kanye’s Yeezy Brand as a top earner for Adidas. Unfortunately, it seems those predictions weren’t entirely accurate as Ivy Park sales reportedly declined drastically in the past year.

Beyoncé’s Ivy Park x Adidas Is $200M In The Hole: WJS

According to the Wall Street Journal, Ivy Park sales suffered heavily in the past year as a result of “weak sales.” Despite the online hype, sales for Ivy Park dropped by 50%, down to $40M in 2022 — an 86% gap from what they initially anticipated. Experts predicted Ivy Park would generate $250M in sales last year. Adidas now has a $200M hole among its projects. With the Yeezy brand now gone from its roster, it appears that Adidas needs to restrategize for its next drops with Ivy Park.

Despite the report, a rep for Adidas asserted that their partnership with Ivy Park is “strong and successful,” in a statement to Fast Company. “As part of our valued strategic partnership with Ivy Park, we continue to be inspired by our collective vision and are proud of the work we have created together,” the rep continued. Beyoncé and Ivy Park are currently revving up to release the PARK TRAIL collection on February 9th, which the singer described as her “favorite drop to date” in a post shared on Instagram. 

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Adidas Quietly Shuts Down Yeezy Supply Website Months After Ending Partnership With Kanye

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Adidas has finally shut down the YeezySupply website, finalizing the end of their partnership with Kanye West. The move comes months after the footwear company ended their partnership with Ye after his anti-semitic tirade last year.

While the link to the website is still searchable, the URL no longer directs users to a functioning domain. Instead, users are given an “error” message.

While the website may be gone, Adidas is reportedly sitting on half a billion dollars worth of Yeezy inventory. After they announced the end of their partnership with Ye, Adidas Chief FInancial Officer Harm Ohlmeyer said that Adidas would be releasing the Yeezy stock as early as 2023 but without any Yeezy branding, despite the branding on the shoes being minimal, and in some cases, unnoticeable.

“Let me be clear, we own all the IP, we own all the designs, we own all the versions and new colorways,” Ohlmeyer said. He added that Adidas would be saving $302 million in marketing and royalties since they no longer have to pay the Yeezy business.

Despite being stripped of his billionaire status, Ye seems relatively unfazed by being dropped by every company he was partnered with. He has been relatively quiet since only dropping a couple of songs not on DSPs and being caught in videos arguing with paparazzi.

Despite the ending of his partnership with Adidas, Ye still owns the Yeezy name and still has s dedicated fanbase that is eagerly waiting for him to drop new apparel.

The post Adidas Quietly Shuts Down Yeezy Supply Website Months After Ending Partnership With Kanye appeared first on The Source.

Beyoncé’s Ivy Park x Adidas ‘Park Trail’ Collection Campaign Will Feature Offset, Ice Spice, And More

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Beyonce IVY Park promo image 2021
Getty Image / Courtesy of Adidas

Beyoncé fans are seemingly losing their patience with their Queen Bey thanks to the delayed visuals for her latest album Renaissance. Still, the Grammy Award record holder hopes a new Ivy Park x Adidas collection will hold them over.

The entertainer’s latest line, Park Trail, will feature gender-neutral performance apparel pieces, including sequined jackets, faux fur coats, canvas tracksuits, performance tights, hoodies, sweaters, and sweatshirts in forest green, lime green, cream white, indigo orange, purple and camouflage print. In a statement released by the company, they describe the line as a “trail-blazing expression of performance wear inspired by the resilience of the outdoors, the spirit of the streets, and the possibilities of the future.”

The collection will be available in Adidas stores and online beginning February 9 and select retailers globally on February 10. In a promotional campaign to announce the line, rapper Offset and his son Cody will make an appearance, as well as Ice Spice, Devon Aoki, and more. However, it is rumored that Beyoncé will not make an appearance in the visual campaign.

Offset for IVY Park 2023
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Devon Aoki for IVY Park 2023
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Ice Spice for IVY Park 2023
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In addition to the clothing item featured in the line, Ivy Park x Adidas has added another shoe (in two color blocks) to its growing footwear line. The latest classic basketball shoe pays homage to the late Kobe Bryant’s sneaker design, made popular in the late ’90s and early 2000s.⁠ The Ivy Park x Adidas Top Ten 2000 retails for $200.⁠

Ivy Park x Adidas’ Park Trail line will be available on adidas.com beginning February 9 and in select Adidas stores globally on February 10.

Adidas Loses Lawsuit Against Luxury Brand for Using Stripes in Designs

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ADIDAS

Luxury designer Thom Browne won a suit in a trademark infringement lawsuit filed by Adidas. A New York jury rejected Adidas’s claim that Brown’s three-striped designs were too similar to the company’s. 

Trademark infringement is the unauthorized use of a trademark or service mark. This use can be in connection with goods or services and may lead to confusion, deception, or a misunderstanding about the company a product or service came from. Trademark owners can take legal action if they believe their marks are being infringed. If an infringement of a trademark is proven, a court order can prevent a defendant from using the spot, and the owner may be awarded monetary relief. 

In the lawsuit, Browne’s defended his design by arguing that the two companies are not direct competitors and do not serve the same consumer market. According to the Associated Press, the dispute goes back 15 years. After Browne agreed to shift to a four-stripe design, Adidas did not argue. However, as Browne became more prominent after the 2018 sale, he began expanding further into activewear, and the sportswear giant took notice.’  

Adidas claimed that Browne tried to imitate their logo “in a manner that is likely to cause consumer confusion and deceive the public.” Browne had already agreed to add a fourth stripe to end any confusion potentially. However, the court ruled that the stripes were a common design.

The lawsuit went to trial last week, with Adidas seeking $867,225 in damages and another $7 million that it claimed was equivalent to Thom Browne’s profit. The two-week trial concluded when the eight-person jury returned its verdict in less than two hours. In his closing argument, Thom Browne’s attorney argued that consumers don’t confuse the two brands: Adidas is a sportswear company, while Thom Browne is a fashion house.

Adidas said it plans to appeal the ruling. “We are disappointed with the verdict and will continue to vigilantly enforce our intellectual property, including filing any appropriate appeals,” a spokesman said.

The post Adidas Loses Lawsuit Against Luxury Brand for Using Stripes in Designs appeared first on The Source.

Beyoncé’s Ivy Park x Adidas TT 2000 Collab Gets A Release Date

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Beyoncé is one of the biggest artists ever, and her Ivy Park brand with Adidas has matched her stardom in every way. When she was looking to find a sneaker home, Adidas was the only brand that truly spoke to her. Subsequently, the two have created some amazing collaborations.

Overall, sneakerheads have responded very well to her work with the three stripes brand. As a result, new offerings are always being cooked up. Now, it seems like the two will be working on the Adidas Top Ten 2000, which was a shoe worn by Kobe Bryant.

Ivy Park
Image via Adidas

Ivy Park x Adidas

In the official images down below, you can find the first colorway of the Adidas TT 2000 x Ivy Park collab. This is a model that combines some neutral tones as well as some loud ones. Overall, this creates a unique mix that we think sneakerheads will enjoy quite thoroughly.

Firstly, this shoe opens up with some beige suede. There are actually multiple shades of beige to be found here, especially as we go closer to the wavy side panels. Lastly, we get the huge pops of color from the midsole and outsole where there are multiple shades of orange.

Adidas TT 2000 – Image via Adidas

When you put this all together, you get a shoe that stays true to the Ivy park aesthetic that Beyoncé has crafted thus far. Hopefully, the brand and Adidas continue to do great things throughout 2023.

Release Details

For those of you out there who want to grab this shoe, you will be able to as of Friday, January 20th for $200 USD. Pairs will be available through Adidas.com as of 10:30 AM EST. Let us know what you think of these, in the comments down below. Additionally, stay tuned to HNHH for more news and updates from around the sneaker world.

Ivy Park
Image via Adidas
Ivy Park – Image via Adidas

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