German sportswear brand ADIDAS and the 32-time Grammy Award-winning superstar BEYONCÉ are reportedly ending their partnership. According to the Hollywood Reporter, a source close to the situation said that Beyonce and Adidas have mutually agreed to part ways. The rumor has yet to be confirmed by Adidas or Beyonce. Beyonce launched Ivy Park in 2016 with Top Shop owner Sir Philip Green, the partnership ended in 2018, and the singer’s Parkwood Entertainment acquired full ownership of the brand. In 2019 Adidas announced Beyonce as a multi-layered creative partner, and revived the IVY PARK activewear brand, American superstar said: “This is the partnership of a lifetime for me. Adidas has had tremendous success in pushing creative boundaries. We share a philosophy that puts creativity, growth and social responsibility at the forefront of business. I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader“. After few very successful collaboration, this February Wall Street Journal reported that Beyonce’s clothing line with Adidas suffers from weak sales, and that revenue from the singer’s Ivy Park brand fell more than 50% last year.
