Adidas finds new yoga/fitness partner in the USA

By

Olivier Guyot

Published
Feb 25, 2016

Adidas has implemented other initiatives in the wake of the launch of its 'I'm Here to Create' communication campaign, designed to boost its credibility with sportswomen.

The three stripes' brand, wishing to prevail over Nike and Under Armour in the USA, has struck a partnership deal in the yoga-fitness domain, signing an agreement with Wanderlust. The latter is aa American company which organises festivals running for one or more days, dedicated to yoga and fitness.

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Adidas will enjoy visibility at Wanderlust-organised events in the USA, such as the Wanderlust 108 triathlon, featuring running, yoga and meditation. At festivals running for several days, Adidas will organise running and trekking programmes, and set up yoga areas. Adidas will also create direct-response marketing initiatives at the events and showcase its products. The partnership will generate a joint communication campaign in the US, and a selection of Wanderlust products by Adidas, specific for yoga and fitness.