Olympic Skier Mikaela Shiffrin Signs Multiyear Partnership With Adidas

Adidas and winter sports may not be synonymous, but that hasn’t stopped the athletic giant from signing a multiyear partnership with leading alpine skier Mikaela Shiffrin.
The  downhill racer’s deal will focus on her training regimen — on the mountain and off — with the aim of inspiring younger athletes and nonathletes. That kind of content creation comes naturally for the athlete, who often posts images and videos of herself working out. Her cross-training includes trail running, hiking and yoga — other areas the global brand is trying to bolster. An Adidas spokeswoman said she was unable to share specifics about whether any other skiers endorse the brand. Shiffrin will be playing up Outdoor and Training for Adidas.
Terms of the deal were not disclosed.
In the overly crowded and fiercely competitive athletic business, companies are increasingly veering into sports and more lifestyle-oriented categories they may not have a foothold in. Such cross-pollination by Nike Inc., Under Armour Inc., Puma SE and other companies is meant to attract a wider base of consumers. Activewear accounted for 24 percent of all apparel sales last year and that figure is expected to grow this year, according to The NPD Group’s “Future of Apparel” study.
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