The sporting goods manufacturer Adidas is about to end its collaboration with the US pop star Beyoncé. Several media in the USA and Germany had reported that the cooperation between the Franconian group and Beyoncé’s fashion brand Ivy Park should not be continued by mutual agreement after the contract expires at the end of the year. An Adidas spokeswoman initially did not want to comment on the matter.
Ivy Park’s products are said not to have been accepted by customers to the extent that Adidas had imagined. According to media reports, the Franks had to put money on it every year.
For Adidas, this is the second time in a short period of time that a cooperation with a major player in the music industry has had to be terminated. At the end of last year, the marriage of convenience with rapper Kanye West broke up. However, this was not for economic reasons – the product line was highly profitable. However, West had sidelined himself with anti-Semitic statements.
In principle, however, the new CEO Björn Gulden also supports the presence of the Adidas brand in the entertainment industry. Gulden had classified the broad lineup as important outside of sport. (dpa)