The sports brand and app have joined forces in the hope of progressing sports through mental health care.
A partnership between Adidas and the meditation app Calm has kicked off with a pilot program in the UK and the US that allows AdiClub loyalty members to redeem points and unlock Calm premium services. There will also be specially tailored Calm-created content available to all global users, curated by Adidas and aligned to supporting sports performance.
The initial collaboration will be built on its ‘Rest, Restore, Perform’ concept, with the practice of mindfulness and mental fitness helping to strengthen how athletes of all levels perform.
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Scott Zalaznik, chief digital officer at Adidas, said: “We are committed to bringing our AdiClub members across the world an unrivaled experience of our brand – whether that’s through access to our most exciting products, unique experiences only we can deliver, or unlocking ways to upskill and progress. This partnership with Calm provides our members with mental wellbeing coaching and training through the lens of sports performance and we’re excited to see how we can build on the collaboration.”
Longer term, the ambition will be to explore a range of co-created, unique and experience-based benefits for AdiClub members, as well as a broader integration of the two brands’ ecosystems.
Fergal Walker, Calm’s vice-president of partnerships, added: “Mental and physical wellbeing are deeply intertwined, yet often supported separately. Our partnership with Adidas will begin to bring mental and physical health closer together and we look forward to continuing to bring these benefits to professionals and amateurs alike in the coming years.”