October 10, 2022
, has announced a new partnership with Calm, an online mental health platform. The two brands are uniting with the goal of progressing sports performance through supporting mental well-being.
The partnership will kick off as a pilot in the U.K. and U.S. with adiClub members able to redeem points to unlock Calm Premium services. There will also be a specially tailored set of Calm created content available to all global users, curated by adidas and aligned to supporting sports performance.
The initial collaboration will be built behind the concept of Rest. Restore. Perform, with the practice of mindfulness and mental fitness helping to strengthen how athletes of all levels perform. Longer term, there are plans to explore a range of co-created, unique and experience-based benefits for adiClub members as well as a broader integration of the two brands’ ecosystems.
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