Sportswear giant adidas has teamed up with group fitness platform Les Mills to combine the best of live and digital experiences for its more than 300 million adiClub members.
The two companies are offering a new series of Gen Z-focused programs that leverage virtual reality technology for an immersive and personalized experience.
“The brand partnership with adidas will redefine fitness for the next generation of training fans, driven by our focus on innovation, connection, and motivation,” said Les Mills CEO Clive Ormerod. “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.”
To promote the partnership, Les Mills instructors will wear exclusive collections and products created by adidas while they teach various forms of exercies, including HIIT, strength, and Yoga.
“We’re very excited to partner with Les Mills, which is such an iconic brand in the health and fitness world. The partnership will enable us to embrace new technology that will combine the benefits of live training with the capabilities of digital services for our adiClub members, all supported by our latest innovation in training apparel, footwear and accessories,” said adidas Global, General Manager, Sportswear & Training Aimee Arana.
In an October 2022, Les Mills hosted one of the largest fitness events with 5,000 attendees at the Live London event supported by Adidas. The company is looking to bring this effort into 2023 in conjunction with adidas by bringing next-level live workout events in key global cities, including Singapore, Los Angeles, Stockholm, Paris, and Barcelona.
Photo credit: adidas