Winter Sports: Adidas Wants to Conquer a New Mass Market

Winter sports collection 2021: Adidas enters the alpine skiing business

In 2019, it was announced that Adidas would introduce a wide range of products for alpine skiing. In 2021, Adidas Terrex winter sports products finally hit the market.

Adidas Terrex Cross Country Collection
Adidas Terrex has been a partner of the German Ski Association for several years.

"We will offer a holistic winter sports collection for the disciplines of cross-country skiing, ski touring, skiing and snowboarding in our outdoor range Adidas Terrex from FW21. This is in line with the multisport approach of Adidas Terrex, which we already pursue with the disciplines Trailrun, Bike, Climb & Hike in summer," Adidas explained its ambitions in the winter sports market in a statement in December 2019.

Almost two years later, the company from Herzogenaurach has realized its plans. Numerous winter sports products are now available, including:

  • Terrex Resort Three-in-One ski jacket
  • Terrex Xperior top
  • Terrex Skyclim Tour Gore Soft Shell ski touring pants
  • Snowboard boot Superstar ADV
  • Snowboardboot Response 3MC ADV
  • Samba ADV snowboard boot

Winter Sports was Never in Focus

Adidas has tried its hand at this segment again and again in recent decades - so far without lasting success. At the time of the snowboard boom, for example, there were already snowboard collections at Adidas Originals or luxury ski collections under the sub-label Adidas by Stella McCartney.

Adidas has also been able to test the way into skiing and winter sports for years via the outdoor division Adidas Terrex and thus already had individual cross-country skiing products in its range in 2019.

Top Skiers under Contract

There have already been a number of signs of the impending change of course by CEO Kasper Rorsted, perhaps the clearest in late summer 2019 when Adidas signed US ski racer Mikaela Shiffrin.

Athletes from the German Ski Association, such as top biathlon athletes Magdalena Neuner and Laura Dahlmeier, have also worn the three stripes.

 

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