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Adidas, Beyoncé end partnership after slow sales, WSJ reports

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Published Tue, Mar 28, 2023 · 07:33 PM
    • The partnership between Adidas and Beyoncé is set to end later this year after another round of merchandise from the Ivy Park line hits market, according to the WSJ.
    • The partnership between Adidas and Beyoncé is set to end later this year after another round of merchandise from the Ivy Park line hits market, according to the WSJ. PHOTO: ADIDAS

    DeeperDive is a beta AI feature. Refer to full articles for the facts.

    ADIDAS and pop star Beyoncé have ended their partnership following disappointing sales, the Wall Street Journal reported.

    The partnership is set to end later this year after another round of merchandise from the Ivy Park line hits market, according to the newspaper, which cited people familiar with the matter.

    The Hollywood Reporter earlier reported that the two sides were breaking up.

    Adidas declined to comment on the matter last week. The company didn’t immediately respond to requests for comment after the WSJ report.

    Adidas CEO Bjorn Gulden is looking to turnaround the struggling brand after joining the company in January. The German company is already dealing with the fallout of its cancelled Yeezy partnership after cutting ties with the musician and designer Ye following his string of antisemitic statements. BLOOMBERG

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