Adidas Announces Strategic Partnership with U.S.-Based BMB Company, Marking a First in Brand Expansion Collaboration
Adidas, one of the world’s leading sportswear manufacturers, has officially entered into a strategic partnership with a U.S.-based Brand Marketing & Business (BMB) company, marking a significant first for the brand’s expansion strategy in North America.
- (1888PressRelease) July 18, 2025 - Herzogenaurach, Germany – This collaboration represents the first time Adidas is engaging directly with a BMB firm in the United States to jointly steer brand development, regional activations, and culturally aligned engagement strategies. The move signals a broader shift in Adidas’ approach to regional market alignment, particularly within the evolving U.S. consumer landscape.
The partnership aims to leverage the BMB company’s deep-rooted understanding of American consumer behavior, trend forecasting, and localized brand storytelling, while integrating Adidas’ global values and performance-led heritage.
We are constantly exploring new models of collaboration that help us better connect with key communities,” said a spokesperson from Adidas. “This partnership opens a new chapter in how we localize our brand presence while staying true to our identity.
The decision to partner with the BMB firm comes as Adidas seeks to adapt more dynamically to regional markets amid shifting consumer expectations and increasing demand for culturally relevant branding.
Both companies are expected to begin joint activations later this year, focusing initially on U.S. cities identified as cultural and commercial hotspots for the brand’s growth ambitions.
Further details of the partnership structure and upcoming initiatives will be shared in the months ahead.
Inspired by our heritage, our brand is rooted in sports and the culture born from it. Headquartered in Herzogenaurach, Germany, we’re a global leader in the sporting goods industry, employing 62,035 worldwide and generating sales of €23,683 million in 2024.
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