SportsShoes.com and Adidas announce joint sponsorship deal for the British Milers' Club

SportsShoes.com and adidas have announced a joint three-year sponsorship deal for middle-distance running club the @British Milers’ Club (BMC).

The BMC is the UK’s largest athletics club with more than 2,000 members ranging from under 15s to seniors and aims to improve the world standing of UK middle-distance running.

Through the sponsorship deal, SportsShoes.com and Adidas will enable the BMC to grow and promote its events within the UK athletics and running community.

BMC members will also have access to high quality product ranges on the retailer’s website, which includes the latest Adidas running products.

Launched in 1963, the BMC provides its members racing events nationwide helping them reach their potential and developing the champions of the future. It also offers its members athlete support and training activities.

Tim Brennan BMC CEO said: “We are delighted to be partnering with Adidas and SportsShoes.com.

 “They are prestigious brands who share our aim of supporting the development of athletes and we are looking forward to working with them.”   

Runners at previous BMC events have included 2022 World Championship gold medallist Jake Wightman, as well Olympic silver medallists Laura Muir and Keely Hodgkinson.

donna bellamy , senior director, omni-channel marketing at Adidas, said: “We're thrilled to announce our partnership with Sportsshoes.com and the British Milers’ Club, marking a significant step in our commitment to supporting runners nationwide on their athletic journeys.

“At Adidas, credibility in running is paramount, and through this partnership, we will champion athletes with our Adizero range, designed to elevate performance, break records, and inspire future generations.

“Sportsshoes.com’s excellent market positioning allows us to reach both new and experienced runners, and together, we share a vision of providing the best running gear and advice to athletes at every stage of their journey."

Dan Cartner , head of marketing at SportsShoes.com, said: “It’s great to support the British Milers’ Club as they help get UK runners progressing from grassroots club levels onto the global stage.

“This work aligns perfectly with SportsShoes.com’s mantra of ‘it’s no fun standing still’, which is seeing us continually ramp our activities to equip and empower all levels of the running community.”

Brand manager at SportsShoes.com, Gavin Bannister , added: “Our running community initiatives would not be possible without the valuable support of our brand partners, and it is great to team up with Adidas.

“We look forward to collaborating with them and harnessing its dedicated product range as we work with the BMC to ensure we continue to play our part in nurturing generations of athletic talent.”

Established in 1982, Bradford-headquartered SportsShoes.com offers more than 17,000 products from 150 global running and outdoor brands.

The retailer recently announced an exclusive retail partnership with community event network parkrun. Supporting more than nine million registered parkrunners across 23 countries, this marks the biggest retail partnership SportsShoes.com has secured to date.

In March, the retailer held its inaugural SportsShoes.com Podium Festival in Leicester. This community running and brand exhibition event was attended by more than 1,000 runners and an estimated 65 per cent of the field achieved personal bests.

For further information visit www.sportsshoes.com