Beyoncé, Adidas To Part Ways After Five-year Partnership

Beyoncé, Adidas To Part Ways After Five-year Partnership

Superstar musician Beyonce and sports brand Adidas have reportedly agreed to mutually end their creative partnership together.

In 2018, the chart-topping artist and Adidas entered a creative partnership when the 32-time Grammy Award winner relaunched her active wear brand Ivy Park, which also lead to the development of new footwear.

Daily Mail reports that despite Beyoncé being one of the biggest superstars in the world, Ivy Park has not lived up to the expectation of the German sports giant. In February, a Wall Street Journal source suggested that the line was up to $200 million short of Adidas’ projections

According to a source linked to The Hollywood Reporter, there have been “major creative differences between Ivy Park and Adidas” which has led to the demise of their working relationship after five years.

The source added, “Beyoncé is excitedly looking to reclaim her brand, chart her path and maintain creative freedom”.

Beyoncé first launched Ivy Park in 2016 in a 50-50 venture with former Arcadia Group boss Sir Phillip Green.

The partnership ended two years later, with the Sweet Dreams singer assuming full ownership of the brand.

Idowu Babalola Photo
Idowu Babalola

Socially Not Social. IG & Twitter - @Idbragga

All author posts
Related Posts
Tonto Dikeh Shows Off Her PVC
Tonto Dikeh Shows Off Her PVC

Nollywood actress, Tonto Dikeh has joined the growing list of celebrities to take to social media to flaunt their...

Simi Talks About Performing With Lagbaja
Simi Talks About Performing With Lagbaja

Sensational Nigerian singer and songwriter, Simisola Bolatito Ogunleye fondly called Simi, has said performing with Afrobeat singer, Lagbaja is...

Regina Daniels’ Mother Bags Law Degree
Regina Daniels’ Mother Bags Law Degree

Rita Daniels, the mother of actress, Regina Daniels, has bagged a Bachelor of Law degree from National Open University...

Write A Comments