Adidas deal puts Fitness First

Under the terms of the deal Adidas will equip the company's 500 fitness staff across its 13 clubs with the latest Adidas footwear and apparel.

This will extend to 1,000 employees across 27 clubs by end of 2009, based on Fitness First's aggressive Middle East expansion plan.

Presently operating in Dubai, Jordan, Bahrain and Lebanon, Fitness First will be opening clubs in Saudi Arabia and Qatar, alongside additional clubs in its current territories.

The details of the contract extend to offering a 15% discount on Adidas products for all 45,000 Fitness First members, a membership base which is expected to double to 90,000 by close of 2009.

Commenting on the contract Eduard Massier, marketing and business development director at Adidas Emerging Markets said, "Adidas is proud to form this agreement with Fitness First. We strive to provide the best sporting products for athletes and fitness enthusiasts. The new partnership with Fitness First is a strong endorsement of our commitment and ability to do so. Fitness trainers and club staff wearing our complete range of sports performance footwear and apparel is great exposure for our brand to active sports enthusiasts."

Adidas is also working closely with the network to bring its sporting expertise into Fitness First clubs, providing members with new fitness programmes, ideas on new ways to work out, fitness advice and tips.

Members will receive guidance on how to choose the right sports equipment for each activity and how Adidas technologies improve work outs. This educational campaign has seen a number of recent high profile visits to Fitness First clubs by global Adidas brand ambassadors.

"We have already worked with Fitness First on a number of brand activations within their clubs, such as our recent Play Yoga campaign with world renowned yoga expert Rainbeau Mars and Inside Running Dubai event with Haile Gebrselassie. We're giving members sporting insights from athletes at the top of their fields. This is just the start of a long term strategy to share our expertise within the gym," added Massier.

Stating the reasons for the new contract, Gary Knill, CEO, Fitness First said, "Signing the deal with Adidas was a logical step for our brand. We're leading the development of the fitness industry in the Middle East and want to associate ourselves with the world's top sporting brand, whilst offering even more benefits to members such as the discount on Adidas products. We aim to offer the best in performance equipment for our members and believe in giving our staff the same commitment."