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Sandra Halliday Published
June 25, 2025
Marcolin and Adidas on Tuesday announced that they’ve inked a licensing deal for eyewear products under the sports giant’s Adidas Badge of Sport and Adidas Originals labels.
The partnership, which runs until 2025, will see the first eyewear products hit the market next year and is the first time the two have worked together.
The eyewear specialist said its ability to interpret core brand values and its wide portfolio of both diffusion and luxury brands were key to sealing the deal with Adidas.
And it added that “innovative manufacturing techniques, high-quality materials and lightness” will be key to the Badge of Sport models while the Originals collection “will be inspired by street culture and loyal to the DNA of the brand, sharing values of creativity and authenticity.”
Marcolin’s CEO Massimo Renon said: "Today’s sportwear embraces and influences the entire fashion and accessory industry. This partnership represents a further milestone in our strategic view. We are adding an iconic brand to our portfolio, complementing our presence in the eyewear sporting goods industry. This agreement marks once again Marcolin Group’s targeted company strategy: to join with modern, global and unique brands that leverage their innovative DNA.”
Earlier this month it emerged that eyewear giant Silhouette is ending its Adidas partnership in order to launch its own premium sports eyewear brand in Europe this autumn, rolling it out to the UK next year. Silhouette had been the Adidas eyewear partner since 1993.