Thevea Brands Group is proud to announce an expanded partnership with Adidas, reinforcing its position as a leading force in performance sports. Having successfully managed the Adidas Tennis and Padel categories in the Nordics and Benelux, Thevea will now take on responsibility for Adidas Cycling in these markets, bringing its expertise in brand development and market expansion to this growing segment.
“Cycling is one of the fastest-growing sports worldwide, and we see a major opportunity to bring Adidas’ innovation to the Nordic and Benelux markets,” says Christian Brandt, Chief Business Planning and Operation. “This expansion aligns perfectly with our commitment to high-performance, sustainability, and global brand development.”
Thevea’s strategy will focus on enhancing retail distribution, strengthening digital engagement, and supporting product positioning to meet the growing demand for high-quality performance gear.