The German activewear giant is the biggest sponsor of the IAAF, with a deal that had been due to run until 2019.
“Adidas will continue to remain committed to the sport of athletics by putting a higher focus on individual athletes as part of its corporate strategy ‘Creating the New,'” she said and reiterated when asked whether Adidas’ decision was related to a doping scandal involving the IAAF.
WWD in late January reported that Adidas planned to terminate the deal after reports released by the World Anti-Doping Agency were critical of the IAFF, which is alleged to have helped cover up systematic doping in Russia. At the time, the BBC estimated the projected lost revenue from the sponsorship — should it be canceled — at 21 million pounds, or $22.42 million at current exchange.
Adidas had become the official sponsor of the 2009 World Championships in Berlin and worked with the IAFF on everything from product development to retail distribution.
“As you know Adidas has a clear antidoping policy in place. Therefore, we are in close contact with the IAAF to learn more about their reform process,” said an Adidas spokesman at the time.
According to the Adidas web site, the brand’s Creating the New five-year corporate strategy aims by 2020 to achieve sustainable and profitable growth by “significantly increasing brand desirability” through a range of touch points, including speed-to-market and the creation of a “collaborative network” made up of athletes, creatives, consumers and other partners. Current members include Kanye West, Stella McCartney, Disney, Parley for the Oceans, Red Bull Media House, BASF and Google.
The Adidas portfolio of athletes, meanwhile, includes the 2016 Olympic champions Wayde van Niekerk, David Rudisha and Tori Bowie, as well as three-time New York Marathon winner Mary Keitany and marathon world-record holder Dennis Kimetto.
Adidas in March 2015 had announced its decision not to extend its long-term contract with the NBA, which will run out after the 2016-17 season.