On the morning of Tuesday, August 13th, Mikaela Shiffrin announced a multi-year partnership with adidas. Due to the German megabrand’s lack of prominence in the winter sports industry, Shiffrin’s deal will focus on her training regimen off the mountain and inspiring the next generation of skiers and creators, according to an adidas press release. They plan on using Shiffrin in global brand initiatives to help push new messaging and support surrounding female leaders in sport.
“adidas is a company that aligns with my values and beliefs so perfectly, and I’m really looking forward to kicking off this partnership,” said Mikaela Shiffrin. “Off the mountain, I basically live in shorts and leggings, so it’s really important for me to partner with a global company that sees the value in combining performance, style, and comfort, and has a strong mission and vision. adidas believes that ‘through sport, we have the power to change lives,’ and they practice what they preach both in sport and in life, with initiatives like their movement against marine plastic pollution, and their movement to give more people better accessibility to being outdoors.”
According to Women’s Wear Daily, an adidas spokesperson was unable to share specifics as to whether Shiffrin is the only skier currently endorsed by the brand. For now, Shiffrin joins the ranks of prominent male and female athletes across a wide range of sports, such as Aaron Rodgers, Lionel Messi, U.S. Soccer’s Lindsey Horan and Becky Sauerbrunn, and James Harden in short. Outside of athletic’s, adidas sponsors other prominent figures in the creative industry, such as supermodel Karlie Kloss, recording artists Pharrell and Dua Lipa, and designers such as Alexander Wang.
“We are excited to welcome Mikaela to the adidas family,” said adidas CEO, Kasper Rorsted in a press release. “With two Olympic Gold Medals, five World Championships titles, three-straight overall World Cup season titles and 60 World Cup victories, her list of successes is just impressive. Her winning attitude and passion for sport are perfectly aligned with our mission to be the best sports company in the world. Mikaela adds to our fantastic roster of creators and Outdoor athletes and she’ll help us to inspire millions of consumers in the US and around the world.”