Fashion News

Beyoncé and Adidas end creative partnership following sales decline

Since hitting the market in 2020, the collaboration has produced sales figures that were well below Adidas’ expectations

Beyoncé and Adidas entered into a creative partnership in 2018 when the singer relaunched her activewear line Ivy Park, but sales have been well below Adidas’ expectations. Image: Adidas

Beyoncé and Adidas have reportedly ended their partnership following disappointing sales, just as the German sportswear maker struggles with the fallout of the collapse of its Yeezy shoe alliance.

The unprofitable partnership is set to end later this year after another round of merchandise from the Ivy Park line hits market, the Wall Street Journal reported, citing people familiar with the matter.

The company didn’t immediately respond to requests for comment. The Hollywood Reporter earlier ...