On Thursday, Athletes Unlimited announced the thrilling news regarding the astounding partnership with the global brand Adidas for a multi-year deal. Per the news release, Adidas will be the official marketing partner of Athletes Unlimited and the on-field apparel and footwear of the Athletes Unlimited Softball League (AUSL). Athletes Unlimited debuted on June 7, 2020, introducing a new league for softball. This new league allowed professional athletes to play in the States and introduced a unique concept to the players: the league is run by the athletes themselves. This new partnership signifies a lot not only to the athletes but to the league as a whole.
Adidas Multi-Year Partnership
The new partnership will commence with the 2026 AUSL season, with Adidas supplying all six teams with uniforms, footwear, and on-field performance apparel. Athletes Unlimited has made significant strides by partnering with Adidas, marking a major investment in the growth of professional softball. The partnership will come across all events, digital and broadcast, throughout the year.
To all the fans of Athletes Unlimited Softball, this is exciting news. It’s an incredible opportunity for athletes to secure global brand partnerships, such as with Adidas. Knowing that Adidas provides high-quality equipment and apparel for athletes is a game-changer for everyone involved. Who would have thought back in 2020 that Athletes Unlimited would have an amazing partnership with a brand like Adidas, six years later?
This is what the Adidas President of North America and the Athletes Unlimited CEO and Co-Founder said about the Adidas partnership:
“This partnership with Athletes Unlimited marks an acceleration of our investment in women’s sports. Together, we are actively shaping the future of softball to establish new benchmarks that drive the game forward,” said John Miller, adidas President, North America.
“Adidas has long been a leader in championing women athletes, and we are pleased to have their support as we grow the AUSL,” said Jon Patricof, CEO & Co-Founder, Athletes Unlimited. “This partnership reflects a shared vision for growing women’s pro sports and creating new opportunities for our world-class athletes. We’re proud to welcome adidas as a partner and excited to see all six AUSL teams take the field in adidas gear this summer and beyond.”
To celebrate the Adidas partnership, Athletes Unlimited has now made limited merchandise available and everyone can shop for it here.
Follow me on Twitter @CoachGuevara205 and read other excellent Beyond Women’s Sports articles. Also, make sure to shop all things WNBA and Soccer merch here.
