Adidas, ASU team up to shape future of sports

Adidas North America and Arizona State University (ASU) recently partnered to form the Adidas and Arizona State University Global Sport Alliance and boost residents’ enthusiasm for sports.

“Adidas and ASU see the world as a place to be disrupted,” Adidas North America President Mark King said in a news announcement. “When you combine the world-class resources of ASU with the global power of Adidas, extraordinary things can happen. We’re coming together to test the boundaries of the universe and make quantum leaps in what our future looks like.”

The Global Sport Alliance aims to provide interconnectivity within the university while promoting the footwear company’s international position, linking students, faculty, staff, scientists and other partners to compare notes, collaborate and “transform ideas into reality,” the release states.

“Few things in life bind people together more than passion for and participation in sport,” ASU President Michael Crow said. “Adidas and Arizona State University have come together because we have a common commitment to having a real-time, positive impact on the world and we see the power of sport to influence human success.”

Crow said that both entities strive to empower individuals, inspire health maintenance and spur action through education and engagement. The alliance will study several tiers of common interest including athletic potential, consumer preferences, product trends, diversity and sustainability.

“We’re looking at the world through the lens of sport and exploring things like diversity, sustainability and human potential,” King said. “Sport is so much bigger than the game. We believe through sport, we have the power to change lives.”

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