Beyoncé and Adidas are calling it quits after a long and fruitful commercial partnership. According to a source close to the Grammy winner and businesswoman, she and the German lifestyle and apparel firm have amicably decided to go their ways.
Their collaboration started in 2018 when Beyoncé signed a creative partnership with Adidas, where she relaunched her Ivy Park sportswear collection, she also went on to produce new footwear and clothing for the company.
According to the Hollywood Reporter, there have been substantial creative disagreements between Ivy Park and Adidas and the ‘Halo’ singer is delighted to recover her brand and increase her creative independence.
History of Ivy Park
Beyoncé first established Ivy Park in 2016, as a collaborative venture with Sir Philip Green of Topshop. The 50/50 cooperation lasted two years and was was was terminated in 2018, Beyoncé assumed full control of Ivy Park at the time.
In the same year, Beyoncé revived the brand with Adidas, delivering sports gear, concerts, clothing, and more. Since then, the artist has been launching steady collections with the company.
Most recently in January, during her exclusive event in Dubai, Beyoncé previewed Ivy Park’s future collaboration with Adidas dubbed Park Trail. Park Trail is similar to Ivy Park but features inclusive and gender-neutral sizing with an emphasis on “celebrating the great outdoors and urban adventure.”
The campaign for Park Trail features up-and-coming female rapper Ice Spice as a model for the advertising photos. Actress Devon Aoki from the ‘Fast and Furious series and rapper Offset and his kid Kodi were also models for the ad.
A busy year for Beyoncé
Later in May, Beyoncé will embark on her ‘Renaissance World Tour,’ which will begin in Stockholm and make its way around Europe before travelling back to North America with cities like Toronto, Vancouver, New York City, and Houston before closing in New Orleans.
Earlier this year, Beyoncé made history by becoming the most-awarded artist in Grammy history after receiving her 32nd prize. This record-breaking triumph comes after the musician garnered nine nominations this year for her current album, ‘RENAISSANCE’
