After Yeezy, adidas and Beyonce's Ivy Park end high-profile partnership

Adidas has ended its fashion partnership with Beyonce, the Wall Street Journal reported on Tuesday.

If confirmed, it would mark a second high-profile split between adidas and a celebrity partner, after the German sportswear brand ended its collaboration with Kanye West, now known as Ye, over his anti-Semitic comments.

Adidas signed a deal with Beyonce in April 2019 to relaunch her brand Ivy Park.

The Hollywood Reporter was the first to report the brand and Beyonce had cut ties, saying last Thursday the decision was mutual and citing “major creative differences”.

The Wall Street Journal, citing people familiar with the matter, said sales of Ivy Park have been underperforming expectations for years. Last month, it reported that the brand missed internal sales projections by more than $200 million last year, though the singer was still earning $20 million a year from the deal.

Adidas said then that the Ivy Park partnership was “strong and successful” and declined to discuss its financial performance. “We continue to be inspired by our collective vision and are proud of the work we have created together,” the company said.

This year, Adidas projected the line will earn $63 million in sales, compared to an earlier projection of the year of $335 million.

Beyonce first released Ivy Park in 2016 as a joint venture with Sir Philip Green of Topshop. The 50-50 venture with Topshop ended in 2018, and the pop star gained full ownership of the brand, named after her daughter Blue Ivy.

Beyonce previewed Park Trail, her latest adidas x Ivy Park collaboration, in Dubai in January, a day before she performed a private concert at the opening of Atlantis The Royal. It marked her first live show in four years.

She will launch her Renaissance World Tour in May in Stockholm.

Scroll through the gallery below for more images from Beyonce’s performance at the opening of Atlantis The Royal

Beyonce was joined on stage by Lebanese dance troupe, the Mayyas. Photo: Kevin Mazur/Getty Images for Atlantis The Royal

The singer performed an eclectic mix of songs from her back catalogue. Photo: Mason Poole/Parkwood Media/Getty Images for Atlantis The Royal

Beyonce donned a red dress by Nicolas Jebran. Photo: Mason Poole/Parkwood Media/Getty Images for Atlantis The Royal

Another of her costumes was a yellow feathered dress by Atelier Zuhra. Photo by Mason Poole/Parkwood Media/Getty Images for Atlantis The Royal

Beyonce was also joined on stage by her daughter, Blue Ivy. Photo: Kevin Mazur/Getty Images for Atlantis The Royal

In a major coup for the dancers, the Mayyas appeared on stage with Beyonce a number of times. Photo: Mason Poole/Parkwood Media/Getty Images for Atlantis The Royal

At the end of her performance, Beyonce walked across the hotel’s fountain, Skyblaze. Photo: Kevin Mazur/Getty Images for Atlantis The Royal

Beyonce walked the red carpet before her performance. Photo: Mason Poole/Parkwood Media/Getty Images for Atlantis The Royal)

Beyonce with the Mayyas. Photo: Kevin Mazur/Getty Images for Atlantis The Royal)

This is the first time that Beyonce has performed live in four years. Photo: Kevin Mazur/Getty Images for Atlantis The Royal

Beyonce on stage at the grand reveal of Atlantis The Royal. Photo: Kevin Mazur/Getty Images for Atlantis The Royal

Beyonce walks the red carpet ahead of her performance at Atlantis The Royal. Getty Images

— Additional reporting by Reuters