Adidas goes all-in on hybrid fitness with new research and shoe launch

Adidas commissioned research earlier this month through London-based agency Focaldata. More than 2,400 British adults aged 18 to 24 were surveyed about their views on hybrid fitness competitions.

The results give Adidas insight into how a new generation of athletes looks at events that combine multiple disciplines, such as Hyrox. The brand is positioning itself in a fast-growing market that other footwear brands have also set their sights on.

At the London activation, Adidas also presented a new colorway of the Dropset Pro, a shoe popular in both CrossFit and hybrid fitness. It is a clear signal that the brand takes this target audience seriously and is looking to grow further in this segment.