Partnership will focus on revitalizing training through apparel and workouts.

License Global

February 9, 2023

2 Min Read
Promotional image for adidas and Les Mills.
Promotional image for adidas x Les Mills.adidas

adidas and Les Mills announced a new partnership that brings the two sports powerhouses together to shape the future of training through a fusion of innovation and heritage. 

The collaboration will usher in a new age of fitness, combining innovative technologies with live fitness experiences to change the way the adidas community experiences workouts and inspire the next generation of training fans. 

Driven by a collective commitment to the sport of training, the collaboration aims to revolutionize Omnifitness workouts by offering enhanced experiences both live and digitally, in addition to a new series of Gen-Z focused programs. The partnership will connect adiClub and Les Mills by offering immersive and personalized solutions to more than 300 million adiClub members.  

Under the partnership, adidas training apparel, footwear and accessories will be worn by the Les Mills global athlete network. Available for both instructors and the community alike, adidas have crafted collections and products to specifically support key activity pillars, including High Intensity Interval Training (HIIT), Strength and Yoga. 

Athlete preforming yoga in adidas Les Mills training gear.

"We’re very excited to partner with Les Mills, which is such an iconic brand in the health and fitness world,” says Aimee Arana, general manager, sportswear and training, adidas. The partnership will enable us to embrace new technology that will combine the benefits of live training, with the capabilities of digital services for our adiClub members, all supported by our latest innovations in training apparel, footwear and accessories. As part of this venture, we are excited to create new and unique workout experiences that tap into next-generation behaviors – supporting our mission to ensure everyone can benefit from the physical and mental well-being that training offers. At the heart of this collaboration is the commitment to our shared values, and we’re looking forward to accelerating the quality of live and in-home fitness and tailored regimes with Les Mills for our adidas community, no matter where they are based.” 

Related:Beyoncé’s IVY PARK, adidas Team for ‘Park Trail’

Throughout 2023, adidas and Les Mills will continue to push the boundaries by creating an enhanced athlete journey for live fitness, with events taking place in Singapore, Los Angeles, Stockholm, Paris, Barcelona and other global cities. 

Read more about:


About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like