Beyoncé’s time with Adidas is reportedly over

  • The Hollywood Reporter on Thursday reported that Beyoncé and Adidas are ending their partnership.
  • Adidas didn’t immediately respond to an email seeking comment. 
  • The Wall Street Journal recently reported on the struggles of her Ivy Park Adidas line.

Beyoncé’s time with Adidas might be over.

On Thursday, the Hollywood Reporter, citing an unnamed source close to the situation, said the parties have agreed to end their partnership.

In 2018, Beyoncé partnered with Adidas to bring her Ivy Park line to the brand. While Beyoncé remains one of the world’s most admired performers, her apparel line with Adidas hasn’t lived up to expectations.

In February, the Wall Street Journal, also citing unnamed sources, said the line was $200 million short of Adidas’ annual projections.

The Hollywood Reporter wrote that there have been “major creative differences between Ivy Park and Adidas.”

The publication noted Beyoncé is “excitedly looking to reclaim her brand, chart her own path and maintain creative freedom.”

Adidas did not immediately return a message from Insider. 

The seeming end of the Beyoncé partnership further highlights Adidas’ need for a hit in the wake of its split with Ye, formerly known as Kanye West. The company lost ground against rival Nike in recent years and hasn’t found any big tranches of sales to replace the estimated $2 billion in sales generated by Ye’s Yeezy line. 

This month, in his first press conference as Adidas CEO Bjørn Gulden talked about a range of efforts to kickstart the brand, including the coming launch of a line with celebrated fashion label Fear of God and owner and founder Jerry Lorenzo. The line will focus on performance basketball and lifestyle products. 

“I would mention Fear of God with Jerry Lorenzo, as probably a game-changing thing, which we are close to go-to-market with,” Gulden said. 

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