adidas and Coty, Inc. long-term licensing agreement renewed

Last week, global beauty company Coty, Inc. announced​ that based on the previous year’s success, it has renewed its long-term licensing agreement with global sporting goods industry leader adidas. The new agreement follows the successful launch of the adidas Active Skin and Mind Range, which was released last year.

About adidas Active Skin & Mind

“With the launch of the adidas Active Skin and Mind Range, we are positioning adidas as a leading premium body care line with superior ingredients and sustainable packaging​,” stated Sue Nabi, Coty CEO in the company’s press release on the announcement.

Further, “the ambition to remain at the leading edge of personal care continues with the new Active Skin & Mind Range and its use of superior active ingredients, such as Hyaluronic Acid complex, and more sustainable sulphate-free formulas to enhance performance​,” the release continued.

The collection, which includes a range of deodorants and shower products, features a clean formulation that is vegan and appropriate for all skin types, including those with sensitive skin. The inclusion of Hyaluronic Acid as a hero ingredient is designed to protect skin from dryness by increasing moisture retention and strengthening the skin’s barrier.

Additionally, “Coty and adidas’ shared commitment to sustainability remains a central feature of their extended agreement, evidenced in the development of the Active Skin & Mind Range​,” said the release. For example, the product line’s packaging design features environmentally friendly materials like recycled glass and recycled plastic caps. Additionally, the range’s shower gels are designed to be refillable, and the shower sticks and deodorant bars are offered in plastic-free, paper options.

About the partnership agreement

“The partnership of adidas and Coty has been focused on the intersection of personal care, wellness, sports and sports lifestyle, with pioneering research and innovation into areas such as the impact of fragrance on sports performance​,” shared the Coty release.

The partnership, bolstered by Coty’s experience and support as a successful global beauty company, have perfectly positioned adidas “to capitalize on the new well-being and athleisure trend in beauty amongst today’s consumers​,” added Nabi.

She further shared that the Active Skin and Mind Range has, “in recent months, successfully elevated the body care equity of adidas, moving into products that are focused on enhancing sports and skin care credibility​.”

Due to the launch’s positive reception by its targeted consumer demographic, Coty “looks forward to building on this progress with an exciting pipeline of further innovations and lines as we drive growth in new and existing markets in the future​,” she continued.

Plans for further growth

As the Active Skin and Mind Range has already been successfully received by European consumers, adidas and Coty have now set sights on expanding and driving brand growth into the Chinese market. Recently, Chinese snowboarding Olympic gold medalist Su Yiming was confirmed as brand ambassador for Active Skin and Mind products as he “understands the demands on the skin of an active lifestyle in the extreme cold​,” qualifying his experience as an athlete who is an “ideal choice for the brand as it looks to capture the attention of Chinese consumers​,” the release shared.

Through Yiming, the companies hope to foster brand growth by capitalizing on “a digital strategy led by livestreaming on Douyin​,” China’s most downloaded video-streaming app that is like the popular TikTok social media platform.