Adidas expands digital presence and technological product lines

Adidas is expanding its digital and technological footprint through several new initiatives. The company has announced a partnership with the digital gaming platform Toca Boca to integrate sportswear into the ‘Toca Boca World’ app, targeting younger audiences. Additionally, the brand has introduced ‘Futurecool’, a limited release of 400 pairs of 3D-printed footwear.

In the motorsport sector, Adidas collaborated with the Mercedes-AMG PETRONAS F1 Team to launch the ‘Vanda Bloom Collection’, utilizing CLIMACOOL technology for the Singapore Grand Prix.

From a market perspective, Barclays has initiated coverage on Adidas with an ‘Overweight’ rating and a price target of 210 euros, citing upcoming innovation days as potential catalysts. Furthermore, an RBC Capital Markets survey indicates that Adidas currently leads Nike in consumer preference within the US ‘back-to-school’ market, despite recent revenue pressures from currency fluctuations.