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Asics replaces Adidas as IAAF partner

The International Association of Athletics Federations has announced a new sponsorship deal with Japanese sportswear manufacturer Asics following the confirmation on Friday that German brand Adidas had agreed an early end to its top-tier partnership with the governing body.

Asics’ multi-year deal with the IAAF names it as an official partner of the body, alongside Canon, Seiko, TBS, TDK and Toyota.

Under the agreement, Asics will provide footwear and apparel for officials and volunteers at all World Series events. The company will benefit from further brand exposure at all World Series events, including the 2017 and 2019 World Championships in London and Doha, respectively.

Adidas confirmed on Friday that it would be ending its partnership with the IAAF, which said it had already secured a new deal with another company. The Asics partnership was announced on Saturday.

Adidas signed an 11-year partnership with the IAAF in November 2008. In January, reports suggested that the company was looking to sever its ties with the body amid the doping and corruption scandal that has engulfed world athletics.

After confirming the end of its partnership with the IAAF by "mutual agreement”, Adidas said it would remain committed to athletics by placing a greater focus on individual athletes as part of its company strategy.

Commenting on the partnership with Asics, IAAF president Sebastian Coe said: “Global athletics starts a new chapter today based upon solid foundations of modern governance and a renewed determination to protect and promote clean athletes. We are delighted to have attracted Asics, a world-class sportswear designer and manufacturer, as our latest official IAAF partner to share this new journey with us.

“This agreement is a huge endorsement of a bright future for athletics whose universality and diversity makes it a natural partner for a global corporation like Asics. We are excited to be joined by a partner whose vision shares our strategy for a youthful, innovative sport that promotes fair competition and healthy living.”

The deal was brokered by the IAAF’s long-term commercial partner Dentsu, in close collaboration with the IAAF.