ParalympicsGB has extended its partnership with Adidas, continuing the duo’s collaboration for another eight years.
Under the terms of the renewed agreement, Adidas will continue to outfit ParalympicsGB athletes for the upcoming summer Games in Los Angeles 2028 and Brisbane 2032, along with the Paralympic Winter Games in Milano Cortina 2026 and the French Alps 2030.
Furthermore, the partnership will provide ParalympicsGB athletes with competition wear for all 22 summer Paralympic sports and six winter Paralympic sports. The sportswear company will also supply village and podium apparel for athletes to wear off the field during competitions.
David Clarke, CEO of ParalympicsGB, commented: “Over the course of this partnership, Adidas has become one of ParalympicsGB’s most trusted partners.
“Whether it’s working with world-leading designers, such as Stella McCartney, drawing upon the latest sport performance technology or their focus on inclusive and universal design, Adidas’ support has helped our country’s greatest Para athletes perform at their best and stand out on the world stage.
“We’re excited to continue this partnership and see ParalympicsGB athletes wear Adidas apparel in the future summer and winter Paralympic Games to come.”
Paralympic apparel designs have evolved significantly to meet the diverse needs of athletes, incorporating various specific features to enhance their performance. This year, 81% of all competition, podium, and village wear created for Adidas-sponsored teams was developed using universal design principles.
The extra time and attention given to designing athletes’ outfits appears to have paid off, as ParalympicsGB secured a total of 124 medals, including 49 golds.
Kathryn Swarbrick, SVP of Adidas Northern Europe, stated: “We’re proud to announce the extension of the partnership between Adidas and ParalympicsGB, marking our ongoing commitment to providing athletes with the best performance technology and eye-catching designs.
“This year’s games saw ParalympicsGB inspire the nation, finishing an outstanding second in the medal table. The team surpassed our total in Tokyo with an incredible haul of 49 gold medals and 124 overall. As we look to the Winter Games and beyond to LA 2028, we’re delighted to be part of the journey of our ParalympicsGB athletes and team.”
It’s not just designers that have been inspired by the Paralympics to evolve but also broadcasters. Channel 4’s coverage of the Paris Paralympics reached a large audience, as it tested a new strategy of hosting streams on YouTube.
