Adidas and multi-award-winning musician Beyoncé have parted ways, according to sources close to The Hollywood Reporter. The two brands collaborated in 2018 when Beyoncé relaunched her Ivy Park brand with a new clothing and footwear line. However, insiders suggest that creative tensions between the two brands led to Knowles reclaiming her creative liberties and going her own way with Ivy Park. Beyoncé founded Ivy Park in 2016 as a joint venture with Sir Philip Green of Topshop. The singer now owns the full Ivy Park brand after the venture ended in 2018. The news of the split came after the January Adidas x Ivy Park collaboration in Dubai, which also marked Beyoncé’s first live performance in four years.
The split comes as a surprise to the public who were excited about the Beyoncé and Adidas collaboration. However, insiders suggest that creative tensions between the two brands have been mounting, causing the split. The sources assert that the move provides Knowles with the freedom to focus on innovating, creating and promoting the brand independently. Beyoncé’s Ivy Park brand has been successful and has attracted a loyal following since it became a sole proprietorship.
Adidas is currently undergoing significant changes, and the split may be a blessing in disguise for the sportswear brand that is re-evaluating its strategy. Recently, the firm announced that it would sell Reebok, underperforming its expectations. Adidas has invested in several celebrity collaborations in the past, and this will serve as a catalyst for rethinking their collaborations with celebrities.
For Beyoncé, the world awaits what her next move will be concerning her fashion brand. Some industry experts say she may partner with another fashion powerhouse or fashion-tech company. Despite the uncertainties, Beyoncé has been a fashion icon, and fans are eager to see her next fashion move.