adidas Returns as International Biathlon Union Clothing Partner

The brand will supply apparel, footwear and accessories to around 180 IBU staff and officials at events and activities worldwide. The arrangement restores a relationship that previously ran until 2018. The IBU announced the agreement on October 8, ahead of the October 17–18 festival.

adidas has now confirmed the launch, distinguishing the activation from the earlier announcement.

Felix Bitterling, the IBU’s marketing and commercial director, described the renewed relationship as “a return to our roots.” The programme also includes activations from grassroots to World Cup level and digital initiatives across IBU platforms.

The business role extends beyond uniforms: outfitting provides a recurring event presence, while fan programming creates opportunities to engage the sport’s audience.