Asics and the International Association of Athletics Federations (IAAF) have signed up a new multiple-year partnership which makes Asics an Official IAAF Partner. The Japanese firm will become the new top-tier sports brand sponsor, and will replace Adidas, which has prematurely ended its relationship with IAAF. The 11-year sponsorship deal with Adidas was set to run until 2019. As part of the agreement, Asics will kit out the officials and volunteers at all IAAF World Athletics Series events with its apparel and footwear.

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