Adidas And Beyoncé Are Calling It Quits
According to reports, Beyoncé will no longer work with Adidas on new projects. The Grammy-winning artist and the company worked together in 2018 to relaunch the Ivy Park athletic range and create unique clothing and footwear. Now, the businessman and Adidas have reportedly mutually decided to part ways. A source told The Hollywood Reporter yesterday (March 23) that the choice was made due to “serious creative differences” between Ivy Park and Adidas.
It said Beyoncé wants to use the line to “reclaim her brand, chart her own path, and maintain creative freedom.” In 2016, the singer debuted with Ivy Park, a collaboration with Sir Philip Green of Topshop. As the two parted ways in 2018, Beyoncé gained full ownership of the brand after initially splitting as a 50-50 partnership with Green. Later that year, the brand was rebooted in collaboration with Adidas, and starting in April 2019, it unveiled a number of collections.
Although Adidas referred to the agreement as “a collaboration of a lifetime,” the Ivy Park brand had trouble competing with Ye’s Yeezy Brand. As a result, Ivy Park was expected to generate $40 million in sales by the end of 2022, down from $93 million the previous year, according to The Wall Street Journal. Later this year, she will start her upcoming “Renaissance” world tour, which will begin in Europe in May and then go to North America.
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