Beyoncé’s adidas x IVY PARK Is Dunzo
Beyoncé and adidas are done. According to a new report, the R&B star and sportswear giant have agreed to end their partnership.
The duo’s deal began in 2019, when adidas named Beyoncé creative design partner. As part of her new role, the superstar relaunched IVY PARK — the clothing brand she founded in 2016 — under adidas’ umbrella. Thus, adidas x IVY PARK was born, a four-year collaboration that spanned apparel, activewear, swimwear, and footwear.
Apparently, IVY PARK and adidas have been weathering tension due to creative differences. Beyoncé — who retains sole ownership of IVY PARK — is reportedly looking to venture out on her own in an effort to maintain complete control over the brand’s creative.
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The news comes shortly after The Wall Street Journal reviewed documents revealing that that revenue from adidas x IVY PARK fell more than 50 percent in 2022. According to the report, Beyoncé’s contract with adidas was set to expire after 2023 — meaning the duo may have decided to part ways earlier than anticipated.
Beyoncé is the second big-name collaborator adidas has lost in the past year. In October, the sneaker purveyor cut ties with Kanye West after the rapper made a series of antisemitic comments. (Though rumor has it the partnership is back on.)
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