Beyoncé and Adidas mutually agree to part ways after a five-year partnership
In 2018, the megastar entered a creative partnership with the clothing brand where she launched her Ivy Park activewear line
Beyoncé and Adidas are calling it quits after a lengthy and successful business relationship. According to a source close to the Grammy winner and entrepreneur, she and the German lifestyle and clothing brand have mutually agreed to go their separate ways.
Their relationship began in 2018 when Beyoncé entered a creative partnership with Adidas, where she relaunched her Ivy Park activewear line, she also went on to develop new footwear and apparel for the brand.
According to the Hollywood Reporter, there has been major creative differences between Ivy Park and Adidas and the ‘Halo’ singer is excited to reclaim her brand and strengthen her creative freedom.
History of Ivy Park
Beyoncé initially launched Ivy Park in 2016, as a joint venture with Sir Philip Green of Topshop. The 50/50 venture lasted two years and ended in 2018, Beyoncé gained full ownership of Ivy Park at the time.
In the same year, Beyoncé reintroduced the brand with Adidas, offering athletic wear, shows, apparel, and more. Since then, the singer has been releasing consistent collections with the brand.
Most recently in January, at her private show in Dubai, Beyoncé teased Ivy Park’s forthcoming collaboration with Adidas called Park Trail. Park Trail is similar to Ivy Park but includes inclusive and gender-neutral sizing with a focus on “celebrating the great outdoors and urban adventure.”
The campaign for Park Trail starred up-and-coming female rapper Ice Spice as a model for the promotional shots. Actress Devon Aoki from the ‘Fast and Furious’ franchise and rapper Offset and his son Kodi were also models for the campaign.
A busy year for Beyoncé
Later in May, Beyoncé will embark on her ‘Renaissance World Tour,’ which will begin in Stockholm and make its way throughout Europe before heading back to North America with cities including Toronto, Vancouver, New York City, and Houston before concluding in New Orleans.
Earlier this year, Beyoncé made history by becoming the most-awarded artist in Grammy history after winning her 32nd award. This record-breaking win happened after the artist received nine nominations this year for her latest album, ‘RENAISSANCE.’