Adidas draws local expansion with new partner signup

Global sportswear brand Adidas has signed on a second franchise partner in Australia as it looks to expand its mono-branded retail footprint locally.

Atomic Group, which is owned by Sportsco managing director Tom Kiing, will be entrusted with the brand and will look to “quickly build up” adidas’ local store network, which is currently made up of around 28 locations nationwide.

Adidas has a withstanding partnership with Sports Power owner Zorich Group, who will continue to distribute the brand exclusively in South Australia.

Adidas Pacific’s general manager Steve Castledine said Atomic were the “ideal partner”, and that he was confident Atomic would provide a strong understanding of the local market.

“After a comprehensive search, we believe we have found an excellent partner in Atomic Group to further extend the reach of our brand to more consumers in Australia,” he said.

Australian consumers love the adidas brand and we’re excited to partner with Tom and Atomic Group to deliver our unique brand experience to more centres around Australia.”

Kiing, who has stocked adidas products in Sportsco stores for 30 years, said there’s an “immense” opportunity to expand the sportswear brand’s presence in Australia.

“Leveraging our current infrastructure and knowledge in retail, our people, systems and leasing knowledge, we see an immense opportunity to work with adidas in partnership to quickly build up the adidas store network within Australia,” he said.

“We believe that ultimately the Australian consumer will benefit from having more points of presence of this iconic brand and its products within the Australian marketplace.”