Germany-based international sportswear brand Adidas has teamed up with Arizona State University (ASU) to form the Global Sport Alliance, a new initiative designed to help sport offer a positive effect on society.
Adidas signed up as a kit supplier to ASU's athletics department two years ago, and the new deal sees the company working much more closely with the entire university, using education, research and innovation to explore new ways to use sport in the fields of diversity, health, sustainability, human potential and more.
“It’s a really exciting aspiration where you have two very different types of institutions, one is a university and one is a sports company, that is going to dedicate resources for the good of society,” said Mark King, president of Adidas North America. “But we’ve got to be able to do something. Today, it’s an aspiration. We’re just getting started.”