Adidas signs up tennis player Félix Auger-Aliassime
Adidas has announced its latest star sports signing, launching a “long-term partnership” with the youngest player ranked in the tennis top 25, Canada’s Félix Auger-Aliassime.
Celine Del Genes, Global VP-General Manager Specialist Sports at Adidas Global, said the “impact Félix has already made, both within world-class tennis and using his platform to drive positive change, is hugely inspiring to us”. Adidas will support his “long-term goals to give back to the grassroots communities that formed such an important part of his early career and childhood."
That underlines the importance of an altruistic approach beyond sport that’s so important to brands these days. Labels no longer expect their star signings to simply be exceptional at what they do, they also need to do good in the wider world. And that doesn’t only apply to sports brands, as Burberry’s link-up with football star/poverty campaigner Marcus Rashford shows.
Adidas said that on the court, it will work with Auger-Aliassime to “ensure he has the very best in high-performance tennis wear and design innovations”, mixing both technical advances with sustainable materials. This will start next month in Australia where he’ll wear the Adidas PimeBlue x Heat.Rdy tennis collection.
He’ll also wear the most recent model of the adizero Ubersonic 4, “which brings the latest technologies to the court for uncompromising agility”. The midsole features Lightstrike, "which provides super-light cushioning for fast pace movements without compromising direct court feel, and a woven mesh upper provides stability and support for lateral movements and changes of direction”.
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