German sporting goods retailer Adidas AG and New Zealand fitness company Les Mills announced their new brand partnership on Wednesday. The cooperation with the world’s leading provider of training programs covers various areas and heralds “a new era of fitness”, the Herzogenaurach-based company announced in a statement.
Accordingly, Adidas will in future dress the trainers of the Les Mills programs, which are offered in fitness studios and in its own live streaming channels, and make product suggestions to the participants that are specially tailored to the courses.
At the same time, the loyalty program Adiclub, which according to the company currently has more than 300 million registered users, will be linked to the Les Mills offer. In this way, the Adiclub participants received “immersive personalized solutions” for their training programs as well as “other exclusive benefits”, the company explained.
Aimee Arana, General Manager of Sportswear & Training at Adidas, explained the collaboration: “We are very excited to be working with Les Mills, a unique brand in the health and fitness world,” she said in one statements. “The partnership will allow us to use new technologies to combine the advantages of live training with the possibilities of digital offers for our Adiclub members.” As part of the collaboration, “new and unique training experiences” would also be created, which not least are tailored to the preferences of a young target group, explained Arana.