Harlequins renews deal with adidas

16 Feb 2017

By: Sport Industry Group

Harlequins has announced an extension to its contract with sports brand adidas, extending the existing partnership for a further five years and will see the two companies working together to continue to develop the quartered shirt and associated range until 2021.

As a principal partner of Harlequins, adidas will work alongside the playing and community teams to develop products and apparel using the latest technologies to support Harlequins. A key element of the extension will see adidas supporting a number of community-related initiatives as part of their rugby creators’ strategy which aims to engage the next generation of young rugby players.

The partnership now extends to the provision of kit and equipment for the emerging Harlequins Ladies, 7s and future 10s teams as well as to the wider Harlequins juniors and community programmes.

Building on a three-year partnership, adidas will also ensure all Harlequins players are equipped with the latest gear.

adidas has committed to use Harlequins players to help develop the next generation shirt technology from their base in Herzogenaurach, which includes body-mapping for apparel and foot-mapping for specialist boots, which the sports brand will then roll out across their whole rugby portfolio. The whole Harlequins squad has already had their bodies mapped for bespoke equipment and will continue to do so under the new agreement.

Harlequins chief executive David Ellis commented: “To re-sign with adidas is hugely exciting for Harlequins. We have had an extremely successful and impactful three-year partnership to date and there is much more for us both to deliver from our relationship.

“Working alongside a brand such as adidas is testament to the global appeal of Harlequins. Our partnership goes beyond the provision of kit and, alongside our expansion into new international markets, we will be working together very closely to drive additional value into our community and Foundation programmes at home and abroad.”

Lee Gibbons, senior director, Sports Marketing at adidas UK commented: “We are excited and extremely proud to extend our partnership with Harlequins. The new long term deal signifies a relationship that shares the same ambition and passion for growing rugby in the UK. adidas has and will continue to support players at all level and abilities with the most innovative and technologically advanced products on the market. Harlequins share our ambition to extend the reach of the sport to a global audience, starting in London and exploring new markets across 2017 and beyond”