Three-stripes will continue to grace the front of Major League Soccer kits until 2024, after it was announced on Wednesday that the sportswear manufacturer has agreed to a new six-year deal to be the official apparel supplier for the league, its clubs, and their affiliated youth programs. Which means the partnership covers over 85,000 soccer players.
“Major League Soccer has built a legacy with adidas that has been essential in the rise of our league,” said MLS Commissioner Don Garber. “Adidas has been a major collaborator with us since the inception of MLS, and we are proud that our partnership with this globally-respected brand will continue to enhance the growth of the game in North America for many more years. We will work with adidas on innovative concepts to showcase the sport and our elite athletes, and we will intensify our mission to develop top North American soccer players for generations to come.”
The six-year extension will commit more money to Generation Adidas, the player development program started in 2004 that offers homegrown players early entry to the league. The Generation Adidas program has produced the likes of Clint Dempsey, Jozy Altidore and Michael Bradley, along with MLS mainstays like Dax McCarty and Darlington Nagbe. Under the new agreement, MLS and Adidas will also increase support for Generation Adidas Canada, a similar program for Canadian players that was announced late last year.
“Through sport, we have the power to change lives,” said adidas North America President Mark King. “We believe in the power of sport and its ability to create positivity for young athletes and their world. Through our expanded youth development program, we’ll provide high-level competition and unique life experiences for athletes who want to improve their game.”
Recognized for being the fastest-growing sports league on social media, Major League Soccer will create an innovative, socially powered and localized content approach for adidas as part of the new agreement.
A multi-platform content experience, the new adidas "Creator's Network," will allow for enhanced, in-depth storytelling through fresh local and national content from League supporters and influencers.
Adidas outfitted three of the original 10 MLS franchises at the league’s inception in 1996 and became the league-wide apparel partner in 2004. This will be the second time the partnership has been extended. In 2010, adidas signed an eight-year, $200 million sponsorship deal with MLS. Financial terms of the newest deal weren’t immediately available.
