Adidas and Beyoncé mutally have agree to end their Ivy Park partnership. The news was broken by Hollywood Reporter, which indicated the two brands had major creative differences. While the deal is over with Adidas, Beyoncé is said to be “excitedly looking to reclaim her brand, chart her own path and maintain creative freedom.”
The news of the breakup follows recent reporting by the WSJ that the collab has been a major bust for Adidas with sales vastly underperforming expectations. The contract was set to expire this year with Adidas insiders noting negotiations over whether to renew the contract were ongoing.
Beyoncé signed on with Adidas under the leadership of CEO Kasper Rørsted who announced he was stepping down in August 2022, a year before the end of his contract. Not long after, the company cut ties with Ye‘s Yeezy brand. The company is now led by ex-Puma CEO Bjørn Gulden, who recently revealed the company is mulling how to unload millions of dollars worth of unsold Yeezy shoes.
Beyoncé signed on with Adidas in 2018 as part of the brand’s ongoing efforts to expand women’s sales. Ivy Park was launched in 2016 and initially was sold at TopShop through a fifty-fifty partnership with Arcadia, the retailer’s parnent company. In 2018, she bought back full rights to the Ivy Park name and not long after signed with Adidas.