Adidas and Beyoncé are ending their partnership five years after relaunching the singer’s activewear line Ivy Park.
According to a source familiar with the matter, it would be an amicable decision due to creative differences between Ivy Park and Adidas, The Hollywood Reporter reported.
Also according to this source, Beyoncé would enthusiastically try to reclaim her brand and forge her own path while maintaining her creative freedom.
Last February, The Wall Street Journal reported sluggish sales of the singer’s clothing line as the brand failed to achieve the success it expected. In addition, American media revealed differences in marketing strategies between Adidas and Ivy Park.
The clothing line we call Queen B was born in 2016 thanks to a partnership with Topshop owner Sir Philip Green. At the end of that partnership in 2018, Beyoncé relaunched Ivy Park with Adidas.