Beyoncé and Adidas end their collaboration

Beyoncé and Adidas have decided to end their partnership, according to The Wall Street Journal (link in english), “after years of lackluster sales for the Ivy Park clothing line”. The end of the collaboration between the American star and the German equipment manufacturer will be official after the marketing of derivative products planned for the current year.

The information comes as the American star promotes his collection sewing revival produced with Olivier Rousteing, the artistic director of the French house Balmain. A couture collection from Queen B which will be unveiled in the April issue of French Vogue.

In search of artistic freedom

The Hollywood Reporter had already announced the separation of the American singer from Adidas on March 23. “It appears there have been major creative differences between Ivy Park and Adidas, and Beyoncé is eager to reclaim her brand, chart her own course, and retain her creative freedom.”, specified the American magazine. In announcing her new collection at Balmain, she had also underlined how much she had found the creative process “liberator”.

According to Reuters, which recalls that Beyoncé had signed an agreement in April 2019 to relaunch her brand Ivy Park, Adidas “declined to comment”. In a few months, this is the second time that the German brand has ended a major partnership. She had to part ways with rapper Kanye “Ye” West after his anti-Semitic remarks on social media.