Beyoncé And Adidas Have Parted Ways And She’s Already Moved On To A Collection With Balmain

March 24, 2023 / Posted by:

Although Beyoncé is about to make a shit on of money with her upcoming Pay MY Bills Tour (aka the Renaissance World Tour) that doesn’t mean she’s not eligible to do a teary-eyed wall slide for another check she has to finally let go of. Because it’s officially the saddest day of the year for Instagram baddies and hot fitness influencers across the land now that Adidas has announced they will be parting ways with Beyoncé and Ivy Park. BUT WAIT! Just a second after it was announced that Beyoncé and Adidas were done, it was announced that she has moved on up to doing a Renaissance Couture collection with Balmain.

According to The Hollywood Reporter, Beyoncé and Adidas have had a very lucrative marriage for the past five years since joining forces to ensure the Beyhive kept their respective bank accounts constantly buzzing with cash.

In 2018, Beyoncé entered a creative partnership with Adidas, where she relaunched her Ivy Park activewear line and also developed new footwear and apparel for the brand.

But there has apparently been major creative differences between Ivy Park and Adidas, and Beyoncé is excitedly looking to reclaim her brand, chart her own path and maintain creative freedom.

Billboard reports the ink is finally dry on Adidas and Ivy Park’s divorce papers after speculation swirled that Beyoncé wasn’t on board with where her brand was headed. But that statement caused rounds of belly laughs from the head honchos at Adidas, who claim the real reason why this all must come to an end is that nobody was buying her frivolous fitness frocks.

Despite the glittery promotional content, Ivy Park apparently did not live up to the hype Adidas was anticipating when they initially promised Beyoncé “guaranteed annual fees and creative control,” according to a Wall Street Journal piece from February. Instead of producing the hundreds of millions in revenue that Adidas expected — the company hoped Ivy Park would perform similarly to [Kanye West‘s] Yeezy brand — Ivy Park releases undersold, with roughly half of the merchandise from five of the six releases remaining on shelves.

The Wall Street Journal article also indicated differences in strategy between Adidas and Ivy Park when it came to marketing, with the German multinational corporation pushing for their own branding. At the end of 2022, Ivy Park was predicted to reach $40 million in sales, down from $93 million the year prior. Although Adidas was positioned to lose at least $10 million in 2022, Beyoncé was set to make the same amount in compensation as previous years: $20 million.

Somewhere in the world, Kate Hudson is slowly raising her hand while murmuring the word “Fabletics” to make us remember she also has a line of tight clothing that doubles as workout gear AND twerk-out gear. But while Beyoncé may have left the world of overpriced athleisure, she has entered the world of COUTURE! Beyonce used Vogue France to announce that she and Balmain’s creative director, Olivier Rousteing, have co-designed a 16-piece couture collection inspired by the 16 songs on her album Renaissance. All of the looks are on Balmain’s website, but here are some of them:

If you’ve got a Beyhive member in your life, today is the day to ignore their phone calls and texts. Because they’re going to try to hit you up for money, a loan, the deed to your house, your car note, your best kidney, and more to try to buy even one single bead on a Balyoncé gown. And they probably won’t even be able to afford that!

Pic: Vogue France

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