Adidas on Track with Games Goals to Ensure UK Market Leadership
May 31, 2011
Herbert Hainer, chief executive of the Adidas Group, has revealed that the company is on track to achieve its goals set for the London 2012 Olympic & Paralympic Games.
As part of its Route 2015 strategic business plan, the Group plans to use the Olympic & Paralympic Games as platform to reach market leadership in the UK.
adidas will outfit Olympic & Paralympic athletes with top performance products, including host nation Team GB in its role as Official Sportswear Partner of London 2012.
The brand appointed Stella McCartney as creative director for Team GB, and will also be the Official Licensee, providing fans across the UK with both Licensed as well as Event-Branded Olympic fan wear.
Hainer said: “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.”
In working closely with the London Olympic Games Organising Committee (LOCOG), adidas is contributing to the sustainability goals of the Games, with 100 per cent of all adidas volunteer uniforms, torch relay outfits and athletes’ village wear containing sustainable components.
Hainer added: “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.”
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 which offer people across the UK access to sport and enable them to lead a healthier, more active lifestyle.