The German sports company is "pushing the edges" of the heritage-based subbrand with the new marketing initiative.

The Historical Context of the Liverpool-Adidas Partnership To understand the weight of this new alliance, we must revisit history. Adidas first partnered with Liverpool in 1985, continuing until 1996.

Last year Adidas brought on WNBA legend Candace Parker to lead its women’s basketball unit, Nike recently launched a new ...