adidas Signs MoU with AZF with the Aim of Creating A Better Future for Sport
Doha, Qatar, 15 February 2022 – adidas has today announced the signing of a Memorandum of Understanding (MoU) with Aspire Zone Foundation. The long-awaited partnership between the two world-leading institutions marks an exciting step in the world of sports industry, paving the way for a long-term collaboration in the development of research and innovation in sports performance and sports medicine.
Through the agreement, the two sides will collaborate in organising several joint events and campaigns, as well as the development of strategic and commercial projects, providing an opportunity to support and develop young talent. The foundation is renowned for producing elite athletes across multiple sports disciplines including football, athletics and more.
adidas and Aspire Zone foundation teamed up to reveal the exciting announcement with a mega projection on the Torch Tower in Doha, with the iconic tower being lit up with the logos of both parties. To further celebrate the announcement, adidas released a series of photos with the National Football team squad players Akram Afif and Abdulaziz Hatim, captured at the football grounds of Aspire Zone against the backdrop of Doha’s famous landmark.
Mr. Mohammed Khalifa Al Suwaidi, CEO of Aspire Zone Foundation commented: " Aspire is proud to have built generations of athletes and shape the nation’s sporting landscape for the past 13 years. One of our key pillars is to elevate our global standing when it comes to sport and to be considered as a blueprint for the development of sport. We are proud to launch this partnership with adidas, and by partnering with one of the most prestigious global brands in sports it will further enhance our ambition of being considered a reference in sports excellence world-wide and embody our mission to enhance sports performance.
Al Suwaidi added, “Despite all the current challenges the world is witnessing, we have demonstrated that nothing could stop a clear vision and a real will to develop and achieve growth."
Mr Arnaud Jeangirard, VP of Brand for adidas Emerging Markets, said: “adidas is proud to partner with Aspire Zone. Through sport, we have the power to change lives and Aspire has played a pivotal role in the development of sporting talent for many years. We strive to support the foundation’s commitment to enhancing access to sports for the country and supporting new generations with strong sporting values. Moreover, we are committed to making the impossible possible and through this collaboration we can continue to push the boundaries of human performance; working in tandem to further research, develop and innovate the sports sector through a variety of projects in the build-up to the FIFA World Cup Qatar 2022 and beyond.
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