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Adidas ends relationship with IAAF

German sportswear giant Adidas has ended its sponsorship agreement with the International Association of Athletics Federations (IAAF) three years early.

Adidas has spent heavily in an efforts to chip away at the US dominance of rival Nike, including collaborations with singers such as Kanye West and Pharrell Williams as well as top sportsmen and women.

The IAAF issued a statement thanking Adidas for its long-standing support. News of the expected termination initially emerged at the end of 2015, at the height of the IAAF's corruption scandal.

It was reported that Adidas would be pulling out four years before the original contract end and as a result of the doping and corruption controversies. 

The 11-year sponsorship deal was set to run until 2019 and was reportedly worth at least US$33 million. Adidas is one of the IAAF’s official partners, along with Canon, Toyota, Seiko, TDK, TBS and Mondo.

Reports say Japanese-based company Asics will be replacing Adidas as the IAAF sponsor.

 

 



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