Today, Sela, a leading live events and experiences company, and adidas, a global leader in the sporting goods industry, have proudly unveiled a ground-breaking partnership focused on strategic collaborations and joint developments.

This milestone agreement, driven by brand synergies and a shared vision for mutual growth, marks the beginning of an exciting new chapter for both organisations.

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 programmes, using shared experience and expertise across sport and lifestyle to make a positive impact. 

Sela, who are 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 programmes and collaborative content.

Key principles of the partnership include:

1. Strategic Collaborations.

The partnership between Sela and adidas is a strategic alliance built on the foundation of shared values, innovation, and a commitment to excellence. Both companies recognise the tremendous potential for growth by leveraging their respective strengths to co-create products and experiences that will resonate with consumers globally.

2. Strong Values for Growth.

Sela and adidas are united by a common commitment to innovation and excellence. This partnership is rooted in the belief that combining their experience can enhance the competitive edge of both organisations and set new standards for industry collaboration.

3.Shared Interest in Youth Programmes with Focus on Sport and Lifestyle:

Beyond the business realm, both partners recognise 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 a meaningful 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.”