The biggest news today in the climbing industry –> the partnership of the climbing company 5.10 and the global sports giant Adidas! It was only a matter of time we would begin to see large sports corporations involving themselves in the ever growing sport of climbing. Climbing has been increasing in popularity every year & innovative designs increase each and every year; with all these fancy spider man sticky rubber shoes, and hardware that is ever changing.
Adidas = the first major sports corporation to put their foot in the door of climbing. Just recently, Adidas held the premiere event of a ROCKSTARS bouldering competition. Adidas also sponsors a collection of strong climbers from all over the world. Including the Huber Brothers, funny to link back to Dean Potter (a sponsored athlete of 5.10 & “athlete of the year” according to National Geographic). Now the Huber Brothers & Potter are closer than ever!
I live close to the five ten headquarters here in Redlands, CA (as I type this blog from a popular climber’s coffee shop down the street from the 5.10 HQ). A friend who works at the HQ is excited about the partnership. The five ten brand name wont change; I’m pretty sure you wont be seeing the infamous three stripes slathered all over 5.10 shoes any time soon. Not much is going to change… besides their budget.
Adidas has a 10.38 billion euro yearly revenue. The funding for designs, production, distribution of the five ten brand will open the doors to more innovative designs. At least I hope so…
This allows millions of dollars to fund further advertising, making the sport of climbing more appealing to the masses. We can begin to see a large increase in more people trying out/entering the sport. But also when I read…
“The total purchase price is USD 25 million in cash at closing and contingent payments, which are dependent on Five Ten achieving certain performance measures over the next three years”
… just makes you question what kind of “certain performance measures” will they be changing?
Making a heel that actually fits? That would be awesome.
What I hope for is to see a continuous rise in quality and design from five ten, instead of selling out and putting products out in the market that are cheap and generic. This partnership can go many ways, but for now it seems somewhat optimistic. To further redefine the sport and the climbing technology that is sport specific. I’m just concerned on seeing corporate Adidas investors coming into control on what they want to change and put out. Investors who don’t understand the lifestyle and sport of climbing, demanding to put out a specific image (and most importantly, the $$$). Possibly focusing on climbing as the new competitive modern & trendy sport; instead of connecting it to the personal experience of man, rock, and nature. What do you guys think? Are you psyched to see climbing adverts in the TV, posters, magazines, everywhere? Will this be the beginning of an epidemic surge to the sport?
Hold your breath. Weather you like it or not, here it comes.
Also important to note… the people who run Adidas OUTDOORS are two old school climbers from SoCal.