Adidas has entered a multi-year partnership with yoga lifestyle event leader Wanderlust geared towards elevating millennial fitness engagement. The partnership is designed to pair Wanderlust’s multi and single-day events with Adidas’ latest and greatest performance-based products.
“Adidas creates the possibility for athletes to perform at the highest level. Wanderlust’s mission is to help people find their true north — to live a healthy, mindful and inspired life,“ said Jeff Krasno, co-founder of Wanderlust, in a statement. “This partnership is so powerful because both our companies are committed to helping people cultivate their best selves. The mixture of culture, fitness and wellness is reflective of how we see the world and the lives of our guests — an active generation inspired by physical challenge as well as style, fashion, music and art.”
Highlights from the partnership for 2016 include the brand being a presenting partner of Wanderlust’s 108 U.S.-based events (including 5Ks and outdoor yoga classes); Adidas presenting the largest yoga venue, running and hiking programs for Wanderlust’s four multi-day summer festivals; collaboration on custom events for local influencers and the L.A. community at Wanderlust’s newly opened brick and mortar center, Wanderlust Hollywood, the launch of two media content campaigns around select athlete influencers, the creation of create a consortium of athlete influencers who will lead the run and yoga programs, and more.
“The landscape of sport is changing and it is the female versatile athlete who is leading this shift. She is dedicated to maintaining an active lifestyle and yoga plays a key role in her fitness routine,” said Nicole Vollebregt, Adidas’ head of women’s, in a statement. “The partnership with Wanderlust allows us to reach these women in a new and exciting way as they participate and bond together in a broad range of sports at events across the US.”
This partnership is announced on the heels of the release of Adidas’ latest film series, “I’m Here To Create,” which tells the stories of how female athletes embrace creativity, defy conventions, and express themselves through fitness and athletics.