Beyoncé and Adidas are reportedly breaking up.
The Germany-based sportswear giant and Beyoncé have mutually agreed to end their partnership for the music icon’s Ivy Park brand, a source familiar with the situation told The Hollywood Reporter.
The 32-time Grammy Award winner first teamed up with Adidas in 2018 to relaunch her Ivy Park sportswear collection. Over the years, new footwear and apparel have been developed for the brand.
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Topshop in Oxford Street, London, with the announcement of Beyoncé’s Ivy Park collection on April 14, 2016. (Stuart C. Wilson/Getty Images)
The two parties have been at odds over creative differences, and Beyoncé is looking to go in a new direction that will give her more creative freedom, according to the report.
BEYONCÉ’S CLOTHING LINE WITH ADIDAS SUFFERS FROM WEAK SALES
Ivy Park was originally launched in 2016 as a joint venture with British retailer Topshop’s Sir Philip Green. Beyoncé took full control of the Ivy Park brand two years later, when she ended the 50/50 partnership.
Earlier this year, he previewed the Park Trail line to commemorate his new collaboration between Adidas and Ivy Park. The day after the preview, he performed a private concert at the grand opening of Atlantis the Royal in Dubai.
Beyonce accepts the award for Best R&B Performance for «Black Parade» at the 63rd Annual Grammy Awards at the Los Angeles Convention Center on March 14, 2021. (AP Photo/Chris Pizzello)
Beyoncé is scheduled to begin her renaissance world tour in May in Stockholm. It will then travel across Europe with stops in Paris, London, Amsterdam, Warsaw and more.
Beyonce and Blue Ivy Carter attend the 67th NBA All-Star Game at Staples Center on February 18, 2018 in Los Angeles. (Allen Berezovsky/Getty Images)
Once back in North America, it will make stops in Canada and most major US cities before closing the tour in New Orleans.
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Last month, The Wall Street Journal reported that sales of the sports brand Ivy Park had fallen more than 50%. The company had projected sales of $250 million, but the brand only delivered $40 million in sales.