Adidas DD has also renewed its partnership with the European Judo Union for 2026, with CEO Palma Ferracci present in Belgrade to sign the contract extension. In a significant development, the company will expand its commitment by supporting Kids Camp activities, demonstrating a strategic focus on youth development within European judo.
In discussing the partnership’s achievements, Ferracci underscored the collaborative approach that has been central to the relationship between Adidas DD and the EJU. “The most valuable outcomes for our company have been the well-managed and optimised visibility on social media by the marketing team and the smooth, efficient communication between our teams,” she explained. “Our expectations for the current year are mainly to maintain this beneficial process.”
The emphasis on effective communication and coordinated marketing efforts has created a foundation for mutual success, with both organisations benefiting from strategic alignment and professional execution. For 2026, Adidas DD has identified opportunities to deepen its involvement in supporting European judo at the grassroots level.
“We would be willing to offer the best possible terms to support the judogi equipment you provide to the various European federations throughout the year,” Ferracci stated. “We would support you in this initiative, which would also allow us to gain broader visibility.”
The decision to support Kids Camp activities marks a natural evolution of the partnership. By engaging directly with youth development programmes, Adidas DD demonstrates understanding that elite athletes of tomorrow begin their journeys in grassroots programmes today.
Kids Camps provide young judoka with opportunities to train, learn judo values and connect with peers from across Europe. Adidas DD’s support will help ensure these programmes remain accessible and equipped to deliver high-quality experiences for participants. Ferracci concluded her remarks with appreciation for the collaborative spirit that characterises the relationship: “Thank you for the attention you give to our needs and let us move together for 2026.”
This reciprocal approach, where both organisations attend to each other’s needs whilst pursuing shared objectives, exemplifies successful sports partnership.
Image: Gabi Juan
Author: EJU Media