Adidas names Mathieu van der Poel as its new ambassador

Adidas will no longer be solely linked to Mathieu van der Poel's team. The German brand has just announced the Dutchman as its new ambassador, a move that elevates a relationship that began this season with the sponsorship of Alpecin-Premier Tech and Fenix-Premier Tech.

From dressing the team off the race to signing Van der Poel

Adidas's entry into the Alpecin-Premier Tech structure is very recent. Last July, the company announced a multi-year agreement with the Alpecin-Premier Tech and Fenix-Premier Tech teams to take care of their off-competition equipment.

That alliance meant seeing riders and staff from both teams using Adidas sportswear, footwear, and casual clothing, but it did not necessarily involve individual agreements with their cyclists.

With Mathieu van der Poel, the relationship has just changed in dimension. Adidas has decided to incorporate him directly into its portfolio of ambassadors and use his image beyond the collective sponsorship of Alpecin-Premier Tech.

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The choice fits particularly well with one of the traits that have made Van der Poel an unusual athlete within professional cycling. Although his road calendar occupies a good part of the season, he continues to compete in cyclocross and mountain biking at the highest level, while outside of cycling, his passion for other sports, especially golf, is also well known.

Precisely this multidisciplinary facet has been one of the arguments used by Adidas to present his incorporation. The brand has summarized the profile of the Dutchman by referring to the road, the technical sections on the mountain bike, and his regular incursions into the golf course.

"Adidas has a rich history in cycling and I am proud to join the brand as an ambassador", Van der Poel explained after the agreement was made public. The Dutchman also points out that he seeks to use their products during different moments of his daily activity, from training to recovery and time off competition.

The new move by Adidas also reflects the enormous commercial weight that Mathieu van der Poel has acquired. His image no longer solely depends on the agreements made by Alpecin-Premier Tech, and around the Dutchman, there has been a strong network of sponsors for years, such as Canyon, Richard Mille, Lamborghini, or FLYINGGROUP.