The British Paralympic Association (BPA) today announced that it will be continuing its successful relationship with adidas, who have signed as Official Partner to the BPA through to the end of 2016.
As part of the agreement, adidas will bring their experience and expertise to supply high-performance sportswear for ParalympicsGB at the Sochi 2014 and Rio 2016 Paralympic Games.
The agreement with adidas is the ninth partnership signed by the BPA, demonstrating the appeal of the Paralympic brand in the UK. It also cements adidas’ commitment to the BPA in a relationship which has evolved over the course of several Paralympic Games.
adidas were a tier one partner of the London 2012 Paralympic Games as Official Sportswear Partner, and the integrated approach to the Olympic and Paralympic Games that was at the heart of the London 2012 project was reflected in adidas’ marketing strategy. In the build-up to the Games, British Paralympians were represented alongside their Olympic counterparts at the launch of the iconic Team GB and ParalympicsGB kit.
In the last cycle the partnership led to adidas support for Front Line to Start Line, a joint programme between the BPA and Help For Heroes designed to get injured service personnel into sport.
Tim Hollingsworth, Chief Executive of the BPA, said: “We have built a really positive relationship with adidas over the years and I am thrilled to announce that they will be part of our Paralympic family as we prepare to send teams to compete in Sochi and Rio. Kit is one of the most important things to get right to ensure athletes can deliver lifetime best performances and we have total confidence that adidas can deliver. They have consistently shown that they have really taken on board what our athletes need to give them the performance edge. British athletes are proud to pull on a ParalympicsGB shirt when they represent their country at the Games, and I am delighted that adidas will continue to be part of this.”
Nick Craggs, adidas UK Brand Director, shared his delight at the announcement. “We are immensely proud to be continuing our successful partnership with the BPA into both Sochi next year and beyond that to Rio in 2016. The unprecedented success of London 2012 provided a huge platform from which to elevate the profile and understanding of Paralympic sport on a Global scale. By continuing our close working relationship with the BPA, we will together aim to continue this unique partnership and deliver this positive momentum through to a new generation”.
BPA partners are BP, BT, Deloitte, EDF Energy, Hogan Lovells, Mondelez International, Nissan and Sainsbury’s.