During the official contract signing in Belgrade, Serbia, Adidas solidified its ongoing partnership with the European Judo Union (EJU). The event saw representation from Adidas by Sponsorship Manager Ms. Nolwenn Guillou and Marketing Director Ms. Corinne Allard. Following the formalities, Ms. Allard shared insights into Adidas’ vision and plans, highlighting the company’s dedication to sports, innovation and sustainability.
Adidas is a multi-sport company, specific to each sport. As the global licensor of martial arts, including judo, we recognise the unique values of judo, such as communication and community, that resonate deeply across the world.
Looking ahead to 2025, Ms. Allard revealed that Adidas is entering the next Olympic cycle with a renewed focus on growth.
We have concluded the Paris Olympics and are now seeking new markets, fresh perspectives, and athletes to collaborate with over the long term. It is back to business and building for the future. Also sustainability remains a key pillar for Adidas, particularly in judo. The company proudly introduced the world’s first sustainable judogi after two years of intensive research and development. This was a major project for us, and we are incredibly proud of the outcome. It reflects our commitment to producing products with the planet in mind.
Adidas is also working closely with the French Judo Federation and the broader judo community to promote education, school-based judo programs and judogi recycling initiatives. These efforts aim to shape a sustainable and inclusive future for the sport. Reflecting on the partnership with the EJU, Ms. Allard expressed gratitude:
It is wonderful to continue our collaboration with the EJU. These gatherings foster discussions, sharing ideas, and building stronger connections for the benefit of the sport. We sincerely thank the EJU for hosting us in Belgrade, it has been a fantastic day and it was also nice to see the faces behind the brands.
Following the conclusion of the official proceedings, each company was presented with a certificate to symbolise its partnership with EJU and the Paris Plaque, in recognition of their unwavering support.
Author: Szandra Szogedi