In the days following the Senior European Judo Championships 2026 in Tbilisi, the pace slowed just enough to capture a different side of the sport. Away from the roar of the arena and the pressure of competition, the adidas Double D photoshoot brought together some of Europe’s leading judoka for a series of interviews that revealed not just who they are as athletes but what sits behind their success.
At the centre of it all was the growing partnership between the European Judo Union and adidas Double D, one that continues to prove its value both in visibility and in substance.
Palma Ferracci, adidas Double D Sponsorship Manager, spoke with clarity and conviction about where judo sits within the brand’s wider sporting portfolio. “In Europe, it is the first place,” she said without hesitation. “In the world, it is third, after boxing and taekwondo.” It is a telling reflection of the sport’s strength across the continent but also of the importance adidas places on its continued development.
Still, for Ferracci, the connection goes deeper than strategy. “Adidas Double D is a judo company. The boss is judoka,” she explained, smiling as she reflected on how naturally the brand aligns with the sport. That authenticity is what drives their relationships with athletes, for example with the Georgian team. “We know for some of them since 2021… we love their style. When we saw this judo, we fell in love with them.”
That same sense of ease extends to their relationship with the EJU. “It’s a very easy partnership,” she said. “We work very closely on events and when we do something, we automatically think about them.” The photoshoot in Tbilisi was a perfect example. Access to athletes is rarely straightforward, even for sponsors but by working together, it became possible. “We mixed our competences and this is very strong in a partnership.”
That strength is perhaps best understood through the athletes themselves.
For Ilia Sulamanidze, who has been with adidas Double D since 2022, the relationship is built on shared values. “I am a maximalist,” he said simply. “I do everything to the max… and adidas has the same values and does the same.” For him, and for many, it is about more than wearing a logo; it is about recognising the same mentality on both sides.
He also acknowledged the wider impact. Through campaigns, visibility and initiatives that support young judoka, such as adidas Double D’s most recent contribution to the EJU Kids Camp, he sees the partnership as something that extends beyond his own career. “It helps motivate kids,” he explained. “It helps them grow.” It is a role he embraces, aware that the next generation is always watching.
For Tato Grigalashvili, the meaning is even more personal.
The world and European champion spoke openly about the pride that comes with representing a global brand. “It gives more confidence and boost of pride,” he said. “Most sportsmen from Georgia are not from financially strong families… so wearing this kind of brand is a very good feeling.”
His story puts that into perspective. At the start of his career, access to quality equipment was not guaranteed. He remembers arriving at major competitions without a proper judogi. “When I was a child, there were very few options,” he said. “For my first European Championships [both cadet and senior], I had to borrow a judogi.” Even in his early senior appearances, the situation had not changed. It was only later, when adidas entered his life, that things shifted.
“After that, I never needed to worry about these things,” he explained. Today, he has different judogi for training and competition, and more importantly, the freedom to focus entirely on his judo. “I can just think about my sport.”
There is also a human side to the partnership that he values just as much. “It’s like a family,” he said, describing the relationship with the adidas team. That feeling carries beyond the tatami. “Everywhere and always, I wear adidas,” he added with a smile, noting that even gifts from friends tend to follow the same theme.
A similar journey is evident in Giorgi Sardalashvili, who joined adidas Double D in 2023. Like many, he grew up associating the brand with sporting excellence. “In the beginning, I liked the sportswear,” he said, “but when I understood that adidas also made combat equipment and that the legends I looked up to were wearing it, I felt excited and an instant connection.”
Being approached by the company early in his senior career carried real meaning. “It was very big support,” he explained. “Financially and everything… but also it meant they saw potential in me.” That belief, at such a crucial stage, became a source of motivation as much as support.
Taken together, these stories underline something that often goes unspoken. Sponsorship in sport is not simply about exposure or branding; it can fundamentally shape an athlete’s journey. They provide stability, access to high-quality equipment and the kind of backing that allows athletes to focus on performance rather than survival.
Behind every partnership, there are shared values, mutual trust and, as Ferracci put it, a willingness to “mix competences” to create something stronger. This kind of partnership can change everything.
Author: EJU Media