Adidas has forged a strategic partnership with Sela, an events company owned by Saudi Arabia’s state-owned investment group, the Private Equity Fund (PIF). The aim is for the two entities to collaborate to expand both business and sports participation.
Ibrahim Mohtaseb, Sela’s senior vice president, expresses confidence that this partnership will not only redefine industry standards but also generate innovative solutions that appeal to consumers worldwide and within Saudi Arabia.
“The partnership will have a global focus, but with a strong emphasis on Saudi Arabia for hosting brand activations and events,” Mohtaseb added.
