Beyoncé — Ivy Park

Ivy Park launched in 2016, partnered with Adidas in 2020, and became one of the most hyped athleisure brands alive — drops sold out in minutes, with pieces reselling at 5x retail. But behind the hype, sales reportedly disappointed: Adidas disclosed Ivy Park contributed to a $300 million inventory write-off in 2023, and the partnership ended in late 2023. Beyoncé reclaimed full ownership. Compared to SJP by Sarah Jessica Parker, Ivy Park's resale hype was 60% higher, yet its commercial performance was 25% weaker in profitability. The lesson: even the most famous woman on Earth can't guarantee commercial success if the product doesn't match the streetwear zeitgeist. The cultural power was undeniable; the P&L was complicated.