Adidas expands partnerships with COB and Real Madrid

Adidas is expanding its commercial reach through strategic collaborations involving the Brazilian Olympic Committee (COB) and Real Madrid.

In partnership with the COB, Adidas plans to launch a series of 'Time Brasil' products leading up to the Los Angeles 2028 Olympic Games. This follows the unexpected commercial success of a casual collection inspired by the 1984 Los Angeles Games, which required stock replenishment due to high demand. The strategy aims to increase brand proximity to the public through lifestyle and training lines.

Additionally, Adidas has partnered with the Brazilian brand Farm Rio and the Spanish football club Real Madrid to launch a capsule collection in October. The collection features clothing and accessories, including two pre-match jerseys to be worn by Real Madrid players, incorporating Rio de Janeiro-inspired floral and botanical prints. The launch coincides with the opening of Farm Rio's first pop-up store in Madrid.