Beyoncé and Adidas have called it quits.
According to The Hollywood Reporter, the superstar singer and the German sportswear giant have mutually agreed to end their partnership after four years.
Beyoncé announced her creative partnership with Adidas in 2019, relaunching her Ivy Park brand and developing footwear and apparel products “focused on empowering and enabling the next generation of athletes, creators, and leaders.”
“This is a once-in-a-lifetime opportunity for me,” Beyoncé said at the time. “Adidas has had a lot of success pushing creative boundaries.” We share a business philosophy that prioritizes creativity, growth, and social responsibility. I am excited to work with a proven, dynamic leader to relaunch and expand Ivy Park on a truly global scale.”
The split is the result of “major creative differences” between Ivy Park and Adidas, according to reports. “Beyoncé is eager to reclaim her brand, forge her own path, and maintain creative freedom,” reports THR.
According to the Wall Street Journal, Ivy Park sales have dropped by more than half to $40 million in 2022, from a projected $250 million that year. Beyoncé’s contract, which pays her $20 million per year, was set to expire at the end of 2023.
Beyoncé debuted her latest Adidas x Ivy Park collaborative collection Park Trail in February, with a campaign starring Ice Spice, Offset, and his son, Kodi.
The Beyoncé split comes after Adidas ended its partnership with Kanye West in October after the rapper made anti-Semitic remarks. The company announced a $736 million operating loss this year as it writes off the Yeezy clothing and sneakers line.
Beyoncé is preparing to embark on her Renaissance World Tour, which will begin in Europe in May before heading to North America.
