Adidas has announced a new partnership with Calm, a global mental health platform, on World Mental Health Day (Oct. 10). The idea behind the collaboration is to help progress sports performance by supporting mental well-being. Through Adidas’ membership program, adiClub, consumers can access Calm Premium. The partnership is starting as a pilot in the U.K. and the U.S., where adiClub members will be able to redeem points to unlock Calm Premium services. In addition, a specially tailored set of Calm-created content, aligned to supporting sports performance and curated by Adidas, will be available to all global users. The collaboration will initially revolve around the concept of “Rest. Restore. Perform,” with the practice of mindfulness and mental fitness being used to strengthen how athletes of all levels perform. In the longer term, the ambition will be to explore a range of co-created, unique, experience-based benefits for adiClub members and broader integration of the two brand’s ecosystems, Adidas explained in its statement.

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