Adidas is currently executing an aggressive expansion plan with new partnerships and retail stores in Saudi Arabia, Bilal Fares, General Manager of EMC revealed in an exclusive interview with Arabian Business.
Recognising the growth in the consumer market in line with Saudi Vision 2030, Fares said, “This growth trajectory reflects our dedication to expanding our presence and enhancing consumer engagement within Saudi Arabia.” He highlights this to be an “exciting time” for the brand.
Adidas aims to open over 100 stores in the kingdom, pushing what Fares describes as an “aggressive retail strategy” by 2025. The sportswear giant has already opened its first office in Business Gate Riyadh with the aim to have over 400 employees across all retail and backend operations by the end of 2024, of which 85 percent will be Saudi nationals.
Furthermore, adidas has expanded e-commerce operations in the region from the UAE market to Saudi Arabia with a new warehouse accommodating the “biggest ever range and ensuring faster delivery times.”
Accelerating partnerships – Al Nassr, Al Ahli, Saudi Pro League
Aside from retail expansion, adidas in Saudi has taken a leap into the evolving sporting sector in the kingdom with the signing of several new partnerships and deals with key industry players.
“Building our partnership portfolio is something we feel passionately about but it’s also important to reflect on the importance of our existing partnerships,” Fares said.
Adidas has entered partnerships with notably the two most prominent football clubs in the kingdom – Al Nassr Football Club and Al-Ahli Football Club, both of which have made waves recently with the signing of international football icons, Cristiano Ronaldo and Riyad Mahrez.
“Our partnerships with the Saudi Pro League (SPL) and Al Nassr Football Club marks a pivotal moment in our commitment to football development in the kingdom,” Fares said.
The Al Ahli partnership began at the beginning of the 2023 SPL season and is set to continue through to next season. Fares revealed that they are currently finalising kit designs for the home, away and third jersey.
The milestone Al Nassr contract will see a multi-year partnership, marking adidas as the football club’s official kit partner for the 2024/25 and onwards, “outfitting all teams and staff under the expansive Al Nassr umbrella.”
“The partnership will also help steer the club in its ambitions to become a global football club, with next season’s jerseys available to fans across the world,” Fares added.
Adidas has an ongoing deal with the Saudi Arabia Football Federation (SAFF), a landmark deal signed in 2022. “An important partnership based on a shared desire to grow the sport across the kingdom with a view of supporting the federation in their ambition of becoming a top 20 FIFA-ranked federation by 2034,” Fares highlighted.
This partnership holds a key focus on developing women’s football in Saudi Arabia. “We’re thrilled to support both SPL and Al Nassr Football Club’s strategy in enhancing the football sector, leaving a positive impact in the Kingdom,” he added.
In addition to this, adidas signed a more recent partnership with SELA and the Saudi Pro League. The “milestone agreement” is set to boost the collective vision of both organisations towards mass sports participation among the kingdom’s youth, in line with Saudi Vision 2030.
Currently in the spotlight is the company’s growing ambassador portfolio which includes the likes of some of Saudi’s top athletes including tennis star Yara Hogbani and national football players Farah Jefry, Yasser Al Shahrani and Saud Abdualhamed, alongside existing long-term partnerships with Raha Moharrak and football legend Sami Al-Jaber.
“Our ambitions extend beyond the football pitch. Collaborations with local athletes and influencers further underscore our commitment to celebrating the dynamic lifestyle in Saudi Arabia,” Fares asserted.
He also highlighted work with Saudi alpinist, Raha Moharrak, who has been an adidas ambassador for four years, Fares said, “We have supported her in a journey which has seen her summit Everest while becoming the first regional ambassador to appear in a global adidas campaign, further shining a spotlight on our local athletes and the great work they’re doing when it comes to driving change across the kingdom.”
Exclusive adidas Saudi collections to launch in National Day
In exclusive news for Saudi Arabia shoppers, adidas revealed that they are currently in the works with Saudi-based designers to launch localised collections, especially a “unique collection” for National Day later this year.
When asked about competition, Fares affirmed that the company strives to set itself apart by being a “multisport brand with heritage” highlighting that the main challenge faced by adidas is the need to stay ahead of the market and trends to meet the ever-evolving needs of customers.
“It’s true that the industry is highly competitive but overall, we are extremely excited about what the future holds for us while we continue our journey in what we think is one of the most exciting markets in the world,” he concluded.
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