Adidas France has established a running club affiliated with the French athletics federation, providing professional support for its members to take part in competitions. The company says the move is “reinventing the concept of sports marketing,” as it set out to create its own team. Adidas has already been involved with the running community in Paris through the launch of Adidas Runners Paris, which was launched three years ago and boasts about 60,000 runners. The brand went on to create a separate club, Adidas Runners Paris – Le Club, with 17 athletes from its larger running community, who are to represent the club at various competitions. They will get access to professional support, Adidas technology and participation in some of the most important races in Paris and in the international running circuit. Romain Barras, a former French athlete specializing in decathlon, has been hired as a sports director. He will be in charge of recruiting athletes, defining their training plan and providing support during the races. The target in the longer term is to get one or more of the athletes from Le Club on the French athletics team and to take part in the Olympic and Paralympic Games. Separately, the group has adjusted the concept of the competition among members of the Adidas Runners Paris community, dividing them into nine teams representing their area of the French capital. The company has created a circuit consisting of four established races, three original multi-runs and a final of 10 kms.

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