May 30, 2011
Adidas Group aims at market leadership in the UK with London 2012 Olympic Games
May 30, 2011
At a media event in London on Friday, adidas Group CEO Herbert Hainer confirmed that the company is on track to achieve its goals set for the London 2012 Olympic & Paralympic Games.
As part of its strategic business plan Route 2015, the Group plans to use the Olympic & Paralympic Games as platform to reach market leadership in the UK. As the Official Sportswear Partner of London 2012, Adidas will outfit Olympic & Paralympic athletes with top performance products, including host nation Team GB. Adidas has appointed Stella McCartney as Creative Director for Team GB, combining her style and creative direction with the brand's technology and innovation. In addition, Adidas will be the Official Licensee, providing fans across the UK with Olympic fan wear.
Adidas: Official Sportswear Partner of London 2012
"I am happy to announce that our preparations for the London 2012 Olympic Games are going according to plan. As the Official Sportswear Partner of London 2012, we will use the Olympic & Paralympic Games to become market leader in the UK," said Herbert Hainer, adidas Group CEO.
Adidas is working closely with the London Olympic Games Organising Committee in contributing to the sustainability goals of the Games. 100% of all volunteer uniforms, torch relay outfits and athletes' village wear will contain sustainable components.
"As part of our environmental strategy we are contributing to making London 2012 the sustainable Games: All 1.5 million products which we will be providing to the volunteers will contain sustainable components. By launching around 100 multi-sport facilities called adiZones across the UK we make sports participation accessible for everyone and leave a true Olympic legacy," added Herbert Hainer.
The company is determined to increase sports participation in the UK and will have set up more than 100 adiZones across the country by the time the Games start. The adiZones offer people access to sport and enable them to lead a healthier, more active lifestyle. Each adiZone is a free-to-use outdoor multi-sport installation incorporating basketball, football and tennis areas as well as a climbing wall and an outdoor gym. So far, 50 adiZones have been set up across England by local communities together with Adidas.
At the media event, Herbert Hainer was joined by Gil Steyaert, Managing Director Market North for the Adidas Group, and Erica Kerner, Adidas Global Olympic Director, who shared details about the group's UK business as well as its Olympic strategy. Adidas has been the Olympic brand since 1928.
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