Sela, a live events and experiences company, and adidas, an athletic apparel and football company, have announced a partnership focused on strategic collaborations and joint developments.

The partnership is global but with a strong focus on activations in Saudi Arabia with both parties keen to explore tactical initiatives to develop new youth programs, using shared experience and expertise across sport and lifestyle to make a positive impact. 

Sela, who is also a primary sponsor of Newcastle United, will explore opportunities across retail and brand activation with adidas, as well as consider broader areas such as sponsorships, events, grassroots programs, and collaborative content.

Beyond the business realm, both partners recognize the transformative power of sports and lifestyle in shaping the lives of young individuals.

This collaboration will see the joint development of initiatives aimed at empowering youth, promoting inclusivity, and encouraging healthy, active lifestyles. By aligning their efforts, Sela and adidas aim to make an impact on the communities they serve.

Commenting on the partnership, Ibrahim Mohtaseb, SVP at Sela, stated, "We are thrilled to embark on this strategic journey with adidas, a global leader whose commitment to excellence mirrors our own. By combining our strengths and focusing on mutual growth, we are confident that this partnership will not only redefine industry standards but also create innovative solutions that resonate with consumers worldwide and within Saudi Arabia."

Bilal Fares, General Manager, adidas EMC said: added, "This partnership is a testament to the shared values and vision of Sela and adidas. Together, we aim to set new benchmarks for collaboration and deliver products and experiences that reflect the best of both brands.”