Adidas Enters the Alpine Ski Sport

SSACHS MAGAZINE

From autumn 2021, Adidas plans to present a wide range of products for alpine skiing for the first time. Adidas has taken steps into skiing from time to time in the past years, but has never succeeded so far.

Image Credit – Adidas

For cross-country skiing and ski touring, as well as for skis and snowboards, complete winter collections are to be offered from then on, reports the Süddeutsche Zeitung with reference to a company spokesman. An official statement from Adidas is still pending.

Winter Sports was Never in Focus 

Adidas has tried its hand at this segment over and over again in recent decades – without lasting success so far. At the time of the snowboard boom there were already snowboard collections at Adidas Originals or luxury ski collections under the sublabel Adidas by Stella McCartney. Adidas has also been able to test the way into skiing and winter sports for years through its outdoor division Adidas Terrex – Adidas already has individual cross-country skiing products in its range. However, the brand was never able to gain a foothold in the broad ski market. Adidas bought Salomon in the late nineties, but in 2005 the outdoor and winter sports brand was resold to Amer Sports. It is not yet known how skiing will soon fit into the Adidas structure.

Top Skiers under Contract

There have already been some signs of change by CEO Kasper Rorsted, perhaps the most obvious being in late summer 2019, when Adidas signed a contract with US ski racer Mikaela Shiffrin. With her popularity, Adidas wants to score especially in the important sporting goods market in North America. But also athletes of the German Ski Federation, such as the biathlon top athletes Magdalena Neuner or Laura Dahlmeier, already wore the three stripes.