If you’re a huge fan of Ivy Park x Adidas, the brand could be no more. It was reported today that Beyoncé and the sportswear company have mutually agreed to part ways.
The split is reportedly because the athleisure line fell below its sales projections for last year, causing the two powerhouses to rethink the partnership. TMZ reports that before separating, the brand’s projections for 2023 were decreased to accommodate the shift from last year and that even though the projections shifted, Beyoncé’s contract is still set to finish at the end of the year.
This news comes as a shock to many who have loved seeing Ivy Park x Adidas celerity marketing campaigns break the internet. Ivy Park has featured some of our favorites like Yara Shahidi, Megan Thee Stallion and current “it girl” Ice Spice.
Back in 2019, Beyoncé teamed up with the German brand to re-launch the popular activewear line but according to The Hollywood Reporter, the relationship between the two has changed and there have reportedly been “major creative differences” between them. The report also said “Beyoncé is excitedly looking to reclaim her brand, chart her own path and maintain creative freedom.”
In spite of the news, the BeyHive still has a lot to celebrate and look forward to this year. Beyoncé is still on track to launch her highly anticipated Renaissance World Tour in May. The tour kicks off in Europe then wraps up in North America. Shows include stops in Toronto, Vancouver, Atlanta, Las Vegas and more.
Just last month, the multi-faceted artist made history. Beyoncé became the most-awarded artist in Grammy history after winning her 32nd honor at the annual award show.
What do you think about Ivy Park and Adidas parting ways?
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