adidas, Wanderlust Announce Partnership | Sports Licensing & Tailgate Show

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adidas, Herzogenaurach, Germany, and Wanderlust, which produces large yoga lifestyle events, have announced a multi-year partnership to bring a higher level of everyday fitness engagement to millennials.

The partnership follows adidas’ launch of a new global initiative dedicated to the female athlete called “I’m Here to Create,” a film series capturing moments in the lives of female athletes. The initiative has helped redefine adidas’ concept of sport, and has included more mindful and wellness-centered activities, such as yoga.

“The mixture of culture, fitness and wellness is reflective of how we see the world and the lives of our guests — an active generation inspired by physical challenge as well as style, fashion, music and art,” says Jeff Krasno, co-founder of Wanderlust.

In accordance with the partnership, adidas will present all of Wanderlust’s 108 events taking place in the United States; the apparel company also will present a large yoga venue at Wanderlust’s four U.S.-based, multi-day summer festivals, among other promotions.

For more information, visit adidas.com. — J.B.