Swedish Team AXA Signs with adidas
News Release / 23.01.2012
adidas Sweden starts 2012 with a firm commitment to expand their Outdoor product line in the Scandinavian market. The company is officially announcing a partnership with the one of the top Swedish teams in elite adventure racing: AXA Sports Club.
“The Outdoor product line was one of the fastest growing areas within adidas Group during 2011 and we anticipate continued growth. This year we're taking a big step forward by initiating a partnership with one of the world's top adventure racing teams" says Tina Rolen, Scandinavian Marketing Director for adidas
After a successful year with the main sponsor AXA Sports Club, AXA is also joining the team for two more years.
“After one year together with team AXA Sports Club we are very satisfied with our cooperation. The team gives a great inspiration to all the other members in AXA Sports Club which is Sweden’s biggest club with 40.000 members. With this satisfaction we sign with the team for two more years”, says Peter Larsson, sponsor and event manager for AXA Sports Club.
The cooperation with AXA Sports Club will extend to 2014 and the team will compete under the name "AXA-adidas Adventure Racing Team." During this period the team will represent the adidas brand and model the latest Outdoor products from adidas.
“We are looking forward to the team's future accomplishments, particularly at the World Championship in France -- and we anticipate providing the team with all the tools they need to succeed. We are excited to have our new Outdoor products tested by elite athletes, which not only increases the brands' visibility but also the credibility of our gear among consumers as they seek the best equipment on the market,"says Tina Rolen, Scandinavian Marketing Director for adidas
adidas is introducing their Outdoor product line for the first time in the Scandinavian market. During the Swesport trade show 22-23 January 2012, adidas will present their main product lines for the fall/winter 2012. Besides providing an opportunity to highlight their latest and most technical Outdoor products for the sports market, adidas' presence at the trade show also gives them a chance to get to know their new Scandianvian consumers.
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