Adidas and Ikea have initiated a strategic collaboration to learn more about people's interests in terms of active lifestyles and training, in order to possibly connect them with different housing solutions. In a press release, Ikea says that the two companies want to encourage people to choose good living patterns and positive behaviors. The Swedish company sees the residential environment as an important arena for creating such habits. As a first step, Adidas will seek to learn more about how people live by studying different groups of consumers from different countries, particularly young women, in their home environments. The company says it wants to determine the role that the home can play in removing barriers that would pave the way for active training experiences.

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