LaSalle, Richmond Enter Deals With Adidas That Include ASB Sports


In unique collegiate-level deals that combine exclusive uniform rights with purchasing through a team dealer, both La Salle University and the University of Richmond  have entered into multi-year partnerships with Adidas that makes the brand the official athletic footwear, apparel and accessory brand of the schools beginning with the 2021-22 season.

While that exclusive arrangement is certainly not unique in collegiate sports, it is different than most others that the likes of Nike and Under Armour sign because it includes a hybrid model that has the schools’ other varsity athletic teams purchase directly through ASB Sports.

The deal with LaSalle designates both La Salle basketball teams as Adidas Partner Programs, and then allows the school’s other varsity athletic teams the opportunity to purchase directly through ASB Sports. La Salle, Adidas and ASB Sports will collaborate to form a  what they call a “synergic relationship.”

“ASB Sports, in joint partnership with Adidas, is pleased to have been selected as the provider of leading sports apparel and equipment that is consistent with the rich history of La Salle University,” says Jayme Wisely, ASB Sports CEO. “Equipping athletes to perform at the highest level is the mission of our partnership with La Salle’s athletic program.”

The University of Richmond athletics deal with Adidas is a five-year strategic partnership that also includes a hybrid model featuring ASB Sports as direct vendor. The new program begins July 1, 2021 and runs through June 2026.

The Leona Marketing Group, led by president Dan Gale, helped establish the new partnerships with Adidas and ASB Sports.

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