The International Biathlon Union (IBU) and adidas announce a new multi-year partnership that will see the global sports brand become the Official Clothing Partner of the IBU.
The partnership will officially launch at the Loop One Festival, a world-class urban biathlon event taking place in Munich on 17-18 October 2026 and marks the return of adidas to the international biathlon family. Under the partnership, adidas will equip around 180 IBU staff and officials with apparel, footwear and accessories, providing a consistent and high-quality look for the IBU team across its events and activities worldwide.
Felix Bitterling, Marketing & Commercial Director of the IBU, said:
“We are delighted to welcome adidas back to the IBU family. In many ways, this partnership feels like a return to our roots, as adidas was already a trusted long-term partner of the IBU until 2018. At the same time, we are looking firmly to the future with one of the world’s strongest sports brands – a brand that combines an incredible sporting tradition with modern style and innovation.
The fact that a global brand of adidas’ calibre has chosen to partner with the IBU is also a strong signal for the continued appeal of biathlon. As Europe’s most watched winter sport, biathlon offers international brands an outstanding platform and a passionate fanbase. Together with adidas, we look forward to bringing the partnership to life through activations at our events and across our digital channels, creating new ways to engage with biathlon fans around the world.”
The partnership adds to adidas' existing role in biathlon: adidas is the long-standing outfitter of the German Ski Association (DSV), a partnership of more than 50 years, and of the French Ski Federation (FFS). It also supports leading individual athletes such as Lou Jeanmonnot, Océane Michelon and Justine Braisaz-Bouchet and continues partnerships with some of biathlon's greatest legends like Dorothea Wierer, Johannes Thingnes Boe and Arnd Peiffer.
Activations will kick off at the Loop One Festival in Munich, where adidas will play an active role in the festival programme. adidas partners, including biathlon legend Johannes Thingnes Boe, will be on site to meet fans and take part in activities throughout the weekend.
On Saturday, the adidas Runners x LOOP ONE Community Run with Olympic champion Denise Herrmann-Wick will give fans the opportunity to get active alongside one of biathlon’s biggest names. adidas will also have its own presence in the festival area, including a Meet & Greet with Franziska Preuss on Sunday. adidas Hyrox Athletes Fabian Eisenlauer and Jana Lebenstedt will join the Biathlonrocks challenge in the festival area.
Throughout its IBU partnership, adidas will now be part of the sport at every level, from the World Cup officials to the athletes and nations competing at the highest level.
Beyond outfitting the IBU team, adidas and the IBU will bring the partnership to life through activations from grassroots to World Cup level, complemented by digital initiatives that engage biathlon fans across IBU platforms.
About adidas
adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach/Germany, the company employs around 65,000 people across the globe and generated sales of € 24.8 billion in 2025.
Photo: IBU
