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Reebok Denies Beyoncé Backed Out Of Deal Because They 'Lacked Diversity'

The sports company released a statement refuting claims the pop star bailed on them before deciding to join forces with adidas.

As with all Beyoncé-related news, the announcement of her creative brand partnership with adidas on Friday was met with excitement.

The deal reportedly includes a relaunch of her Ivy Park clothing line, in addition to new signature footwear and apparel with the sports retailer.

After the big reveal, it was reported Reebok had also been in the running to partner with Beyoncé, but lost the opportunity due to lack of cultural diversity.

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A representative from Reebok (which is owned by adidas) has called the claims -- made by ESPN journalist Nick DePaula -- "categorically false".

"Our discussions with Beyoncé and her team continued for several months after our initial meeting. We are disappointed that false information is being reported as fact," the Reebok spokesperson told TMZ.

DePaula claimed Beyoncé attended one meeting with Reebok where she ultimately walked out of the presentation due to the staff's lack of diversity.

"She kind of took a step back and said, 'Is this the team that would be working on my product? And somebody said, 'Yes,'" DePaula said on The Jump Show.

"And she said, "Nobody in this room reflects my background, not my skin colour, and where I'm from and what I want to do'. And so she kind of took a step back and then she left, and it did not come to terms."

DePaula -- a contributor to sneaker site Nice Kicks, in addition to ESPN -- often breaks exclusive news on brand sponsorship for NBA players.

Adidas acquired Reebok in August 2005 as a subsidiary, but maintained operations under their separate brand names.

In a statement, Beyoncé called her deal with adidas "the partnership of a lifetime for me".

"Adidas has had tremendous success in pushing creative boundaries. We share a philosophy that puts creativity, growth and social responsibility at the forefront of business."

In related news, the singer is working on her own Netflix special that “will be tied to her Coachella 2018 performance", according to US Weekly.

She is also reportedly working on “a couple of new tracks [for] a deluxe album filled with old songs," the magazine reported.

Beyoncé's Coachella performance -- her first after giving birth to twins Sir and Rumi -- was streamed on YouTube to a record-breaking 500,000 people.

Contact the author samelia@networkten.com.au