Adidas has ended its partnership with celebrity singer BeyoncÃ©. On Tuesday, the Wall Street Journal reported that the fashion partnership between the American singer and the German footwear and apparel giant had ended, according to information received from sources familiar with the matter. The partnership began in 2019, in a bid to relaunch her Ivy Park brand.
Last Thursday, The Hollywood Reporter was the first to comment on the parting of ways between Adidas and the multi-Grammy winning American pop singer. The outlet described it as mutual decision that was taken due to “major creative differences.”
Earlier, the WSJ reported that the Ivy Park collection launched by BeyoncÃ© in collaboration with Adidas had seen sales much below expectations. Sales of the athleisure brand had dropped by more than 50 percent. The brand saw sales of $40 million, although the projected sales were at $250 million. BeyoncÃ© took $20 million as commission.
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According to the outlet, BeyoncÃ© first partnered with Top Shop, owned by Sir Philip Green. She partnered with Adidas in 2018 as the sportswear giant wanted to replicate its early success with celebrity rapper Kanye West. The company was also looking diversify by adding more collaborations with women.
In January 2023, the Renaissance singer previewed her new collection called Park Trial in Dubai. She performed the next day at Atlantis the Royal. She performed live, after a gap of four years.
After the news of creative differences with the sportswear company was released, on Thursday, the Renaissance singer announced a new partnership with fashion house Balmain, the next day. She co-designed a 17-piece couture collection with Olivier Rousteing, who is the creative director of Balmain and Marni Senofonte, who is BeyoncÃ©’s stylist,
Both Adidas and reps of BeyoncÃ© declined to respond when asked for comment.
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