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Tag: Adidas

  • Adidas identifies Lagos as strategic market in Africa

    Adidas identifies Lagos as strategic market in Africa

    A global sportswear giant, Adidas, has identified Lagos as a critical market for its long-term growth strategy in Africa, citing the city’s vibrant economy, youthful population, and strong consumer base.

    Managing Director of Adidas Emerging Markets in Middle East, Africa, and Asia, Dave Thomas, made this claim yesterday during a courtesy visit to Lagos State Governor, Babajide Sanwo-Olu at Lagos House, Marina.

    Thomas said the brand was excited about the opportunities in Lagos, noting that the energy, creativity, and fashion sense of young people in the state align perfectly with the Adidas identity.

    “We are very excited about what we see in Lagos. The energy, creativity, and fashion sense of young people here are unmatched, and it aligns perfectly with the Adidas identity.”

    “Our flagship store in Lagos is more than a retail outlet; it is a symbol of our confidence in this market and our desire to be part of its journey,” Thomas said.

    He added that Adidas was open to supporting grassroots sports and youth-led initiatives, pledging to work with government and local partners to expand opportunities.

    Read Also: PHOTOS: Arsenal unveils 2025/26 home kit with Adidas

    Governor Sanwo-Olu welcomed Adidas’ growing investment in Lagos, describing the state as the ideal destination for global brands seeking sustainable growth in Africa.

    “Lagos is a natural choice for a brand like Adidas. We are a state of over 20 million residents, with more than 60 per cent being youth, vibrant, energetic, and in tune with global trends.

    “Hopefully, the third shop will come alive too, which will be a plus. Our economy is strong, our people are resilient, and our government continues to ensure that policies support innovation and enterprise. It is clear that Adidas sees the potential in Lagos, and we are proud to host one of your biggest investments on the continent,” the Governor said.

    Sanwo-Olu urged Adidas to explore local partnerships in sports development, youth engagement, and the creative industries, noting that such collaborations would further embed the brand in the socio-economic fabric of the state.

    “We look forward to seeing Adidas contribute not just to commerce, but to talent development, community building, and job creation. Lagos is open for more.”

  • PHOTOS: Arsenal unveils 2025/26 home kit with Adidas

    PHOTOS: Arsenal unveils 2025/26 home kit with Adidas

    Arsenal Football Club has officially revealed its home kit for the 2025/26 season, designed in partnership with Adidas Football.

    Unveiled on Thursday, the new kit stays true to Arsenal’s iconic red and white colour scheme, while incorporating contemporary design elements meant to reflect the energy and unity of the club and its fans.

    The campaign is anchored by the tagline: “The pulse of our club.”

    Adidas Football shared a joint promotional message, stating: “One badge. All in.  Introducing the new Arsenal 25/26 home kit. Available now.”

    Read Also: UCL: PSG set up  Inter final  as Arsenal bow out

    The jersey features a classic red body paired with white sleeves and includes intricate detailing that nods to Arsenal’s storied legacy. Key design elements include the club crest, the Adidas logo, and the Emirates sponsor branding prominently displayed on the front.

    The new kit is now available for purchase through Arsenal Direct, club stores, and adidas.com/arsenal. It will be worn by both the men’s and women’s first teams throughout the 2025/26 campaign, including Premier League and domestic cup matches.

  • Liverpool sign multi-year deal with Adidas to replace Nike

    Liverpool sign multi-year deal with Adidas to replace Nike

    Liverpool have signed a multi-year kit deal with Adidas beginning next season that will replace sportswear manufacturer Nike, in what British media reports say is a five-year agreement worth more than 60 million pounds ($77.36 million) per year.

    The club have worn Adidas twice before, from 1985 to 1996 and from 2006 to 2012.

    “Everyone at the club is incredibly excited to welcome adidas back into the LFC family,” Liverpool Chief Executive Billy Hogan said in a statement.

    Read Also: NFF set to organize  CAF B-License Coaching Course

    “We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time. adidas and Liverpool share an ambition of success and we couldn’t be more excited to partner together again as we look forward to creating more incredible kits to help drive on pitch performance.”

    Nike has been Liverpool’s kit supplier for the past five seasons.

    The partnership will begin from August 1, 2025.

  • Adidas opens first Originals store in Africa

    Adidas opens first Originals store in Africa

    German athletic apparel and footwear corporation, Adidas has launched Africa’s first Adidas Originals store in Lagos, Nigeria. 

    The store, which is also the largest of its kind in West Africa, underscores the global sports brand’s deepening commitment to local culture, community, and innovation.

    Located at the Ikeja City Mall, the Adidas Originals store offers an immersive and community-centric shopping experience. 

    It was made possible through a strategic partnership with BrandCo, a leading Nigerian retail group.

    The opening of the store was nothing short of a cultural celebration, blending elements of sports, creativity, and Lagosian flair. 

    Guests at the launch event were treated to an engaging atmosphere where they could explore a range of exclusive Adidas collections. 

    The store itself, designed to be more than just a retail space, offers a curated selection of sports and lifestyle products, including footwear, apparel, and accessories for men, women, and children. 

    Read Also: Germany to swap Adidas for Nike kit from 2027

    Special attention has been given to featuring sought-after collaboration collections that have garnered a global following.

    The Adidas Originals Lagos Store goes beyond the conventional shopping experience by embodying the brand’s commitment to sustainability and innovation. 

    Adidas has been actively pursuing its five-year strategic mission, ‘Own the Game,’ which aims to prioritise the consumer by blending sport and lifestyle while embracing digital innovation and sustainability. 

    This new store aligns with that mission, serving as a tangible representation of Adidas’s dedication to enhancing brand credibility, elevating consumer experiences, and pushing the boundaries of sustainability on the African continent.

    The CEO of BardCo Nigeria Ijeoma Arum emphasised the uniqueness of the store , saying Adidas has gone from being a mere apparel and footwear outlet but has become a lifestyle.

     “This store is unique because it’s Adidas Originals. Adidas Originals is a lifestyle line, not performance gear—these are the pieces you wear when you just want to go out, look fresh, and feel cool.

    . “There are Adidas Originals stores around the world, but this is the first one in Africa, and we’re thrilled it’s in Lagos,” she said. 

    The strategic collaboration between Adidas and BrandCo began in 2021 when they partnered to re-establish Adidas’s presence in Nigeria by opening stores in Lagos and Abuja. 

    The successful reception of these initial ventures laid the groundwork for the opening of the Adidas Originals Lagos Store, which is poised to become a cultural hub for fashion-forward Nigerians.

    Adidas’s decision to launch this store in Lagos is also a nod to the city’s creative energy and resilience—a city where, as Adidas’s famous slogan goes, “Impossible is Nothing.” 

    The store not only reinforces Adidas’s brand presence in Africa but also highlights the potential of Lagos as a key market in the global retail ecosystem.

  • Germany to swap Adidas for Nike kit from 2027

    Germany to swap Adidas for Nike kit from 2027

    Germany’s national football teams will wear jerseys made by US sportswear giant Nike from 2027, the German Football Association (DFB)  has said, ending a decades-long kit partnership with domestic outfitter Adidas.

    The deal with Nike, which will run through 2034, was “by far the best financial offer” on the table, association CEO Holger Blask said in a statement.

    The US group made a “clear commitment to the promotion of amateur sport, as well as the sustainable development of women’s football in Germany”, Blask said.

    The announcement, just months before the Euro 2024 championships in Germany, was within the “usual” timeframe, Blask said.

    Read Also: Adidas projects first annual loss after Kanye West split

    The DFB would “do everything for joint success” with its long-time partner Adidas before the end of the year, DFB president Bernd Neuendorf added in the statement.

    Germany’s footballers have hoisted a number of trophies while dressed in gear bearing Adidas’ three stripes, with the brand becoming almost synonymous with the team.

    The collaboration between team and kit maker began in 1954, when West Germany sensationally beat Hungary to win the World Cup that year.

    Since then the German men’s team have lifted another three World Cups, while the women have two to their name.

    The end of the kit deal with the German FA will be a bitter blow for Adidas, which reported its first loss in 30 years earlier this month amid a bitter break-up with artist Kanye West.

    Adidas had been paying approximately 50 million euros ($54 million) a year to kit out the German national football teams, according to German daily Bild.

  • Spain’s adidas World Cup shirt sparks controversy

    Spain’s adidas World Cup shirt sparks controversy

     

    New adidas kit that Spain will wear at next summer’s World Cup has sparked controversy because it appears to be in the colours of the republican flag that was Spain’s official flag between 1931 and 1939 and is still used by those who want to abolish the country’s monarchy.

    The shirt is based on the jersey worn by Spain at the 1994 World Cup with yellow and blue flashes down the side of the red top.

    But because on the 2017 version the yellow and blue merge it creates the optical illusion that the shirt is red, yellow and purple – the colour’s of the Spanish tricolour banned from the end of the civil war in 1939 by the Franco dictatorship until 1977.

    The choice of colours sparked controversy because of the ongoing situation regarding Catalonia’s declaration of independence last month

    The new design might not have caused such a furore but in the current climate sensitivities are heightened as Catalonia’s unilateral declaration of independence from the rest of Spain threatens to break up the country.

    Spain’s King Felipe VI addressed the nation after the October 1 referendum in the region was deemed illegal by Spain.

    The tricolour of red, yellow and purple is the flag adopted by the Second Spanish Republic between 1931 and 1939.

    It started being used on April 27, 1931 after election results led to the abolition of the monarchy and the proclamation of the Second Spanish Republic.

    It replaced the familiar red and yellow flag identified with the monarchy and was used until the outbreak of the Second World War in 1939.

    It continues to be used today by those who want to abolish the Spanish monarchy as well as trade unions and left-wing political groups.

    He was applauded for his statesmanship by some but others were dismayed that he failed to condemn the police brutality used to prevent people voting.

    His controversial appearance and the constitutional crisis over Catalonia mean a kit that looks like the old republican anti-monarchist flag was never going to pass without comment.

    The president of Spain’s Football Association Juan Luis Larrea had to defend the kit on Monday saying: ‘It’s definitely blue, we have even tried it in the rain and it stays blue.’

    The players will put on the shirt on for the first time on Wednesday at a special presentation in Madrid and they will wear it in action on Saturday against Costa Rica in a friendly in Malaga.

  • AC Milan end two decade romance with Adidas

    AC Milan end two decade romance with Adidas

     

    AC Milan have ended their sponsorship deal with adidas after almost two decades, the Italian Serie A club confirmed Tuesday.

    The German sportswear giants had agreed a new 10-year deal worth over 200 million euros ($235 million) in 2013. The partnership began in 1998.

    “AC Milan has mutually agreed with adidas to prematurely terminate their technical sponsorship deal at the end of the season 2017/2018,” the club said in a statement.

    The seven-time European champions have not finished higher than sixth in any of the last four seasons in Serie A but an ambitious close-season recruitment drive saw them splash some €230 million euros ($270 million) on new signings under new Chinese owner Li Yonghong.

    He paid €740 million to buy the club last April from former Italian Prime Minister Silvio Berlusconi.

    The northern Italian side are reported to have reached a new agreement for less money with adidas’ German rivals Puma.

    Berlusconi, meanwhile, claimed that his former club were in financial difficulty.

    “I knew AC Milan have financial problems and I am worried about the silence of Mr Li,” Berlusconi told Telelombardia.

    “Whoever would buy the club next would pay less than the club’s value but will also have to pay debts for several years, influencing the growth of the club, that’s not a nice perspective.”

    Berlusconi spent over 30 years as Milan president, leading the club to great success.

    But despite their recent spending spree they are languishing in the bottom half of Serie A, already nine points adrift of the top four.

    Meanwhile, Puma reported on Tuesday leaping profits in the third quarter after celebrity tie-ins from partners like Rihanna and Usain Bolt fired sales.

  • Messi signs new Adidas deal

    Messi signs new Adidas deal

     

     

    Lionel Messi’s contract negotiations with his club have been ongoing for months, but it seems he has much less trouble when it comes to signing a deal with his favoured boot manufacturer.

     

    While he continues to work out terms with Barcelona, Messi has reaffirmed his commitment to adidas and will continue to wear their footwear while performing his skills on the pitch.

     

    The five-time Ballon D’Or winner confirmed the deal in a post on his official Facebook page.

    Along with a picture of a smiling Messi putting pen to paper was a message which said: ‘Happy to be able to continue working with adidas many more years!’

    One contract he has not yet signed is an extension on his deal at the Nou Camp, which runs out at the end of next season.

    Barcelona manager Luis Enrique will want his star forward to sign a new deal as soon as possible, as speculation will only grow the longer the Argentina star does not extend his contract in Catalonia.

    The 29-year-old has spent his entire professional career with Barcelona, scoring 487 goals in 564 games, including 31 in as many matches so far this campaign.

    As well as the five awards for being the world’s best player he has scooped individually, while with Barca Messi has won four Champions League trophies, eight La Liga titles, four Copa de Rey finals, and three Club World Cups.

  • adidas challenges athletes to unleash creativity

    adidas challenges athletes to unleash creativity

    adidas today unveiled a global campaign underlining the brand’s aggressive pursuit for creativity to push the boundaries of sport.

    The new campaign, titled “Unleash Your Creativity,” is told through a female athlete’s lens and stars supermodel Karlie Kloss, fitness influencer Hannah Bronfman, fitness instructor and best-selling author Robin Arzon, WNBA All-Star Candace Parker and USWNT soccer star Becky Sauerbrunn, among others.

    Screen Shot 2017-02-03 at 05.03.39“Like this campaign, creativity enables me to accomplish more and follow my passions. It is inspiring to work alongside this incredible group of women and help each other achieve our personal goals,” said Karlie Kloss.

    “Unleash Your Creativity” builds upon the brand’s belief that hard work only gets you so far. The campaign includes a multi-athlete TV spot and short film series that brings to life authentic stories of 15 female athletes around the globe who use creativity to defy conventions, reinvent routine, create their own path and inspire others to make a difference in sport.Screen Shot 2017-02-03 at 05.03.18

    Karlie Kloss’ film highlights how she uses her imagination to make a difference in the world while Candace Parker shows how she uses creativity to shape her style of play and elevate her game. Dancer and fitness influencer Ally Love inspires women to unleash their own creativity daily from her motivational spin classes to charging up an arena as host of the Brooklyn Nets. Ruqsana Begum is a British and European Kick-Boxing champion who blazed a trail for Muslim women to access sport. Running coach Jessie Zapo found a way to open her sport to a new generation of runners. USWNT Captain Becky Sauerbrunn uses her creativity in soccer to challenge her opponents on the field and win championships.

    Screen Shot 2017-02-03 at 05.02.33“Hard work is a given. We believe that athletes who tap into their creativity have a powerful edge,” said Lia Stierwalt, Senior Director of Global Brand Communications at adidas. “This new film series continues the ‘Here to Create’ conversation that we began in 2016 reinforcing the brand’s point of view that engaging an athlete’s imagination to unleash their creativity will take them further than their mind or body ever could.”

    “Unleash Your Creativity” debuted online today and will air globally in more than 20 countries during key moments including the Super Bowl LI Pre-Game Show, NBA All-Star Game, and The Academy Awards.

    Follow the “Here to Create” conversation via #heretocreate on @adidas Twitter, Instagram and Facebook channels and view all films in the series via www.youtube.com/adidas, www.adidas.com/heretocreate.

  • EPL, La liga fans to get authentic jerseys in Lagos – adidas

    EPL, La liga fans to get authentic jerseys in Lagos – adidas

    • 2016/2017 adidas Original EPL, La Liga Jerseys in Stores for Nigerian Fans

    Europe’s largest sportswear manufacturer, adidas has disclosed its intentions to present a unique experience for its Lagos based fans by hosting its inaugural Fan day.

    According to the German multinational corporation that designs and manufactures sports shoes, clothing and accessories in a statement, it will be an opportunity for football fans of the world’s leading clubs like Manchester United, Chelsea FC and Real Madrid to purchase authentic home and away jerseys for the 2016/2017 season.

    The statement reads: “Following the launch of the new kit in July 2016, there has been widespread anticipation on the arrival of the authentic products to Nigeria, where these international football giants enjoy massive support from fans in their millions.

    “Focusing on the need to ensure that Nigerian supporters of these clubs, and fans of the brand enjoy the latest season’s kit, adidas recently shipped in its latest stock to meet the growing demand for the product in Nigeria.

    “In addition to the football jerseys, some of the latest adidas products available in Nigeria include PureBOOST X running shoes for women, UltraBOOST in new color ways for women, Superstar Originals footwear and adidas Stan Smith footwear, to name a few.”

    The German company further noted that the limited 2016/17 season football jerseys are available in various sizes only at adidas franchise stores at Lekki 12E Admiralty way, Lekki Phase 1, and Ikeja City Mall in Lagos.

    Commenting on this development, the Chief Executive Officer (CEO) of Mopheth Sports and adidas retail partner in Nigeria, Kunle Oyegade said: “Fan day is a great opportunity for Nigerian superfans of the game to secure their authentic football jerseys, at the beginning of the season. We are excited to offer the fan what they want, be it football or the latest style product.”

    “Fans of Manchester United, Chelsea FC and Real Madrid will get exclusive invites for a one-time opportunity to shop limited home and away kits of their favorite at designated adidas stores from Saturday, September 3, 2016. Fans will also go home with special gifts on purchase made. To get invite, interested fans are to Register Here