This press release surprised me and did not surprise me. The Atlanta Track Club continues to be one of the most innovative sport organizations in North America. The races that they put on (twenty-plus), including the AJC Atlanta Peachtree 10k (one of the largest 10ks in the world).
adidas is one of the most innovative sports brands. They approach sponsorship with a long term view, and they take the time to analyze the possible partner, and determine if it is a good fit. adidas invented sports marketing (just google the late Horst Dassler) in the 1960s, and manage their assets quite well.
The Atlanta Track Club now has 30,000 plus members, and figured out how to manage road races during the pandemic. Their 2020 U.S. Olympic marathon Trials was one of the finest Marathon Trials in my lifetime. Under Rich Kenah and team, the Atlanta Track Club does such savvy things as building a club magazine presented on multiple platforms, promoting all comers meets, and sponsoring elite athletes with global championships to reach the various demographics of the club and the races that they manage.
adidas made a good move. Atlanta is a running city. The Atlanta Track Club completments what they have done with the BAA in Boston and the BAA events, including the Boston Marathon.
Nice to see continued investment in the sport of running!
Atlanta Track Club Announces Long-Term Partnership with adidas
adidas to be Club’s Footwear and Apparel Partner Starting in 2022
November 1, 2021 – ATLANTA — Atlanta Track Club introduced adidas as its future official footwear and clothing partner today, committing to the Club’s mission of a healthier Atlanta through running and walking and expanding on the brand’s already strong ties to Atlanta sports. The Club and adidas agreed to a multi-year partnership beginning January 1, 2022. adidas will exclusively provide sustainable running and walking solutions for all of the Club’s events and programs.
“From young runners taking their first steps, to some of the best masters track and field athletes in the world, to every runner and walker in between, Atlanta Track Club looks to support everyone in their fitness journey,” said Rich Kenah, the Club’s CEO. “We are excited to have adidas join us in our goal of ensuring accessibility to running and walking to everyone in the runner life cycle.”
The long-term partnership with adidas will allow Atlanta Track Club to continue building and providing for future generations of Running City USA through its free-to-all Kilometer Kids program, competitive youth track and field and cross country teams and the Club’s commitment to track and field and cross country programs in Atlanta Public Schools, while also delivering on adidas’s mission of changing lives through sport.
The support will also ensure the Club’s Olympic Development athletes are equipped with the world’s best footwear and apparel as they prepare to compete at the 2022 World Athletics Championships and the 2024 Paris Olympic and Paralympic Games. And by funding world-class, international elite fields at the Publix Atlanta Marathon and Half Marathon, Northside Hospital Atlanta Women’s 5K, Atlanta Journal-Constitution Peachtree Road Race and Invesco QQQ Thanksgiving Day 5K, adidas will help drive Atlanta’s reputation as the world’s premier running city.
“We are delighted to partner with Atlanta Track Club,” said Jennifer Thomas, adidas -Senior Director Global Sports Marketing. “adidas has a long-standing relationship with the city and it is a privilege to be able to serve and support Atlanta, as well as the surrounding communities. The past 18 months have put a spotlight on the importance of physical and mental health, and together, our partnership is building a platform to change lives through sport.”
With U.S. operations in Portland, Oregon, Germany-based adidas already has deep ties to Atlanta. The brand is the official apparel partner of the Atlanta Hawks, Atlanta United and Georgia Tech. It also has relationships with Atlanta sports stars like Hawks All-Star Trae Young. adidas made its debut as the official football supplier of the Olympic Games at the 1996 Summer Olympics in Atlanta.
About Atlanta Track Club
Atlanta Track Club is a nonprofit committed to creating an active and healthy Atlanta. Through running and walking, Atlanta Track Club motivates, inspires and engages the community to enjoy a healthier lifestyle.
With more than 30,000 members, Atlanta Track Club is the second largest running organization in the United States. In addition to the AJC Peachtree Road Race (peachtreeroadrace.org) – the largest 10K running event in the world, the Publix Atlanta Marathon, PNC Atlanta 10 Miler and Invesco QQQ Thanksgiving Day Half Marathon, Atlanta Track Club directs more than 30 events per year. Through the support of its members and volunteers, Atlanta Track Club also maintains a number of community initiatives including organizing and promoting the Kilometer Kids youth running program to metro Atlanta youth, honoring high school cross country and track and field athletes through Atlanta Track Club’s All-Metro Banquets and supporting the Grady Bicycle EMT program. For more information on Atlanta Track Club, visit atlantatrackclub.org.