Adidas has entered the European personal protective equipment market with a new safety footwear collection developed with GLO Brands, while also launching a cross-industry partnership with mobile game Brawl Stars. The ADIDAS PRO WORK range targets logistics, manufacturing, and transportation workers with features such as women-specific fits, ESD certification, and metal-free construction, priced between €100 and €150. The Brawl Stars collaboration combines in-game content with real-world brand activations, including in-game skins and junior collections, extending Adidas' reach into digital fandom and youth culture. These initiatives come as Adidas' stock last closed at €181.7, up 3.9% over the past week but down 7.3% over the past year and 39.5% over five years.
adidas AGAdidas enters European PPE market with safety shoes and partners with Brawl Stars, expanding product reach and digital engagement.
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