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Volume 26 No. 204
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Skier Mikaela Shiffrin Signs Multiyear Apparel Deal With Adidas

Adidas will now provide apparel for Shiffrin for all of her off-the-slopes training
Photo: ADIDAS
Adidas will now provide apparel for Shiffrin for all of her off-the-slopes training
Photo: ADIDAS
Adidas will now provide apparel for Shiffrin for all of her off-the-slopes training
Photo: ADIDAS

Three-time defending World Cup champion skier Mikaela Shiffrin has signed a multiyear partnership with Adidas, her first deal with a major non-endemic apparel brand. Adidas as part of the deal will outfit Shiffrin for all of her off-the-slopes training, and she will work with the apparel giant to “inspire the next generation of athletes,” per a company press release. Shiffrin will join Adidas’ outdoors athletes roster and the brand’s “Creator” campaign, which tries to redefine and market athletic pursuits as a form of creative expression. The campaign launched today with Shiffrin endorsing 12 products for sale on the Adidas website. She is the first snow sport athlete to join the Creator team. Shiffrin is a two-time Olympic Gold Medalist and figures to be the face of the U.S. Ski & Snowboard team during the run-up to the '22 Beijing Games. Lindsey Vonn, who had been one of the faces of the NGB prior to her retirement earlier this year, had an endorsement deal with Under Armour.

CROSSOVER APPEAL: Kilian Albrecht, Shiffrin's agent, said the Adidas deal is an effort to help Shiffrin transcend skiing by aligning herself with elite athletes who have crossover appeal. “Mikaela could have accepted less than she was worth to partner with an activewear long ago for quick money -- she has had many offers -- but she held out for the right opportunity and didn’t dilute her brand or her value,” Albrecht said. “This is a testament to the fact that Mikaela continues to set a precedent to not settle for less, and raise the bar in her sport, in an effort to inspire the future generation.”