- Meeting the most active generation where they are - adidas and Les Mills debuted first chapter of partnership, delivering over 10,000 workouts over the course of the weekend at LES MILLS LIVE L.A.
- Training offering built alongside international research across 16–26-year-old next gen athletes reveals ‘Strength’ training as their top workout type[1] whilst 68%[2] say they are more likely to exercise in high-energy training spaces
- New science-backed strength workout LES MILLS SHAPESÔ presented with adidas had its global launch at LES MILLS LIVE L.A. supported by adidas’ innovative training wear – Dropset 2 and the FW23 Strength Collection
This weekend, adidas and Les Mills took to the stage in Los Angeles, the home of fitness, for LES MILLS LIVE L.A. – the biggest event of its 2023 world tour. The two sports powerhouses showcased the future of training with world-class Les Mills trainers captivating thousands of fitness fans including adidas athletes Nia Dennis, Giselle Rodriguez and Francheska Martinez. Stronger together, the two brands launched some of the most powerful fitness programs, supported by adidas’ latest strength product innovations, with a focus on building a stronger mind and body for a worldwide community. The partnership is underpinned by membership rewards and benefits across adiClub and LES MILLS+, to create access like never before for members across the world.
To get closer than ever to the next gen community’s training attitudes and behaviours the partnership leverages data gathered from over 4,000 16-26-year-olds. Harnessing the knowledge that in the gym, 71% of Gen Z athletes enjoy bodyweight training, 63% practice Pilates, while 57% like to do yoga sessions[3], the partnership launches brand new workout LES MILLS SHAPES, presented with adidas. Expertly developed to meet the needs of the next gen, the strength-focused workout is inspired by Pilates, barre, and power yoga. The program has undergone rigorous testing with the next-gen community by scientific experts, with a University of the Fraser Valley study unearthing key improvements it can have on performance. This includes, back and abdominal endurance – helping to build core control and functional strength.