Beyoncé’s collaboration with Adidas on her fashionable athletic clothing brand Ivy Park is coming to an end, according to The Hollywood Reporter. The superstar and the German shoe and clothing giant have mutually agreed to part ways, though no specific reason for the termination was mentioned. Earlier this year, reports emerged on weak sales for Ivy Park. THR reports how Beyoncé is "excitedly looking to reclaim her brand, chart her own path and maintain creative freedom".

"When Beyonce and Adidas teamed up on Ivy Park in 2019, it seemed like the sky was the limit. Beyonce wanted a partner that offered creative control. Adidas wanted to replicate Yeezy’s massive success... But the recent Wall Street Journal report of a 50% sales decline and a $200 million drop in Adidas’ sales projections brought a series of challenges to light" - Trapital's Dan Runcie points out in his latest memo. "There were uninspired drops, less enthused customers, and creative tension... It’s very difficult to push a celebrity-influenced direct-to-consumer product in the social media era without that celebrity promoting the brand in an accessible way... It’s a reminder that even the most powerful celebrities still need product-market fit and alignment with business partners to succeed. “the next Yeezy” never happened."

Adidas has ended its partnership with Kanye West after his recent “unacceptable, hateful and dangerous” comments, Reuters reports. German sports company said it “does not tolerate antisemitism and any other sort of hate speech,” and therefore it would “terminate the partnership with Ye immediately, end production of Yeezy branded products, and stop all payments to Ye and his companies”. His products will be pulled from sale with immediate effect. Adidas estimated a short-term cost of this termination at €250 million. Adidas Yeezy partnership is said to be a billion-dollar-plus pillar of West’s net worth.

An interesting and easily read article in the Trapital about partnership between Adidad and Beyonce. It goes back to the 2000s and Adidas' misfortunate start with Reebok, to their change of luck with Kanye West, which makes for a promising deal with Beyonce.