As sportswear rivals jockey for position ahead of next year's Paris Olympics, Adidas is aiming to stamp its brand on smaller events such as breaking, climbing, skateboarding and BMX. After a high-profile fallout with Ye, the artist previously known as Kanye West, ended its highly profitable Yeezy shoe line, Adidas CEO Bjorn Gulden is seeking to reboot its image. And the Olympics are a key arena for the global sportswear giants that spend millions sponsoring athletes, sports federations and national teams, as well as on event marketing.
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