IAAF replaces Adidas with Asics

Adidas deal terminated three years early.

IAAF replaces Adidas with Asics

The International Association of Athletics Federations (IAAF) has unveiled sportswear manufacturer Asics as its new official supplier, after the body’s agreement with Adidas came to an early end.

Asics will become an official partner of the IAAF and will receive branding at all of its events. It will also kit out all officials and volunteers with both footwear and apparel.

The deal comes after the IAAF’s 11-year partnership with Adidas was brought to an end three years early.

The two parties had agreed the deal, worth US$33 million in total, in 2008, and it was due to end in 2019. However, the IAAF released a statement claiming that it had ‘terminated the existing partnership’ by ‘mutual agreement’.

According to the BBC, Adidas has been considering the future of its IAAF sponsorship since the beginning of the year due to ongoing doping crises in the sport.

The Asics deal, which was brokered by IAAF partner Dentsu, will come into place on 1st January and will run for a minimum of three years.

“Global athletics starts a new chapter today based upon solid foundations of modern governance and a renewed determination to protect and promote clean athletes,” said IAAF president Sebastian Coe.

“We are delighted to have attracted Asics as our latest official partner, to share this new journey with us. This agreement is a huge endorsement of a bright future for athletics whose universality and diversity makes it a natural partner for a global corporation like Asics.”