Collaboration Alert: Adidas & Les Mills Partner to Revolutionize Omnifitness Training
The two sports brands will use innovative tech to accelerate the development of immersive next-gen workout solutions
Adidas and Les Mills have announced a brand partnership to shape the future of training, in a forward-thinking celebration and approach to fitness and tech.
The two sports brands say they are setting out to unlock a new age of fitness, merging innovative technology with live fitness experiences that will inspire the next generation of training fans.
Last year, Les Mills appointed two new executive team members, Amber Taylor and Luke Waldren, to accelerate its omnifitness strategy. At the time, Les Mills promised that it would bring about exciting new programs, products, and initiatives in 2023.
The Adidas x Les Mills collaboration will connect adiClub and Les Mills by offering immersive and personalized solutions to over 300 million adiClub members. Representatives say exclusive benefits will also be available, and details will be revealed soon.
Les Mills CEO Clive Ormerod said the partnership will redefine fitness for the upcoming generation.
“We will elevate the training experience by combining the best of live and digital to meet people where, when, and how they want. By placing the community at the heart of all we do, we can inspire millions to be more active, and make good on our mission to create a fitter planet,” he said.
Les Mills athletes will sport the latest high-performance Adidas training apparel, footwear, and accessories under the new partnership, with Adidas designing collections and products to cater to various fitness activities, like HIIT, Strength, and Yoga.
Apparel includes the Designed 4 Training Series (D4T), geared for movement and breathability for workouts like Les Mills GRIT, and Adidas Dropset trainers, which the brands say are designed to correct form and stability for strength workouts such as BODYPUMP. Adidas bra and legging collections will offer support and comfort for all forms of training, from BODYBALANCE to BODYCOMBAT, said the sportswear brand.
“As part of this venture, we are excited to create new and unique workout experiences that tap into next-generation behaviors – supporting our mission to ensure everyone can benefit from the physical and mental well-being that training offers,” said Aimee Arana of Adidas Global.
During the year, Adidas and Les Mills plan on hosting live fitness events in Singapore, Los Angeles, Stockholm, Paris, and Barcelona.
In 2022, Les Mills celebrated the return to live workouts with a fitness festival in London, attended by over 5,000 people. The live fitness event, which took place at London’s ExCel Arena, was one the largest group exercise events held.
