Adidas has signed a global partnership with Newcastle United FC main sponsors Sela.
Sela, a live events and experiences company, and adidas will work together on initiatives aimed at empowering youth, promoting inclusivity and encouraging healthy, active lifestyles.
Key principles of the partnership include leveraging their respective strengths to co-create products and experiences that will resonate with consumers globally.
The partnership is global, but with a strong focus on activations in Saudi Arabia, with both parties keen to explore tactical initiatives.
Sela will explore opportunities across retail and brand activation with adidas, as well as consider broader areas such as spo
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