- In September 2023, Adidas introduced the X Crazyfast Messi 'Las Estrellas' boots, shortly followed by the launch of his 'Infinito' boots. These special edition boots were designed to commemorate Lionel Messi’s 2022 World Cup victory with Argentina. This launch added a significant milestone to Messi’s signature collection and reinforced Adidas’s connection with football legends
- In June 2023, Adidas unveiled a brand-new Team India cricket jersey across all formats—Tests, T20Is, and ODIs specifically launched for Indian cricket team captain Rohit Sharma. This move strengthened Adidas’s visibility in the cricket merchandising space and deepened its influence in the Indian sportswear market
- In May 2023, PUMA entered into a partnership with Formula 1 to become the official licensing partner and exclusive trackside retailer for F1 fanwear, including branded apparel, footwear, and accessories for all ten teams starting in 2024. This collaboration marked a strategic expansion of PUMA’s footprint in global motorsport merchandise
- In November 2022, the Saudi Arabian Football Federation (SAFF) signed an agreement with Adidas to become the exclusive kit supplier for its national football teams, replacing Nike, effective from 2023 through 2026. This deal solidified Adidas’s presence in Middle Eastern football and expanded its global portfolio of national team sponsorships
- In March 2022, Puma renewed its collaboration with the W Series, a premier motor racing championship for female drivers, to provide flame-retardant racewear tailored for women. This partnership highlighted Puma’s commitment to inclusivity and innovation in motorsport gear
