Beyonce and Adidas are going their separate ways, according to a new report.
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Citing a source said to be close to developments, The Hollywood Reporter confirms that Queen Bey and the sportswear giant are putting a pin in their pact after five years.
The ‘Break My Soul’ chart-topper made headlines when she acquired full ownership of her Ivy Park brand (buying out original partner Topshop’s share) and relaunched the athleisure line with Adidas.
Embracing a seasonal capsule model (as opposed to traditional retail), each drop was accompanied by buzzy visuals (some starring Bey, some not) as well as celeb and influencer gifting.
The “get it while it’s hot” helped establish the brand with its core demographic.
However, per the same report, there were “major creative differences” between Ivy Park and Adidas – leading to the mutual decision to dissolve the union.
The source stresses that “Beyonce is excitedly looking to reclaim her brand, chart her own path and maintain creative freedom.” Which more than makes clear that Ivy Park will seemingly continue. It’ll just be interesting to see in what capacity and with whom.
Bey and Adidas’ divorce comes on the soles of the latter’s split with Kanye West’s Yeezy brand. A breakup that has cost the clothing giant over $1 billion in sales.