The Adidas logo on a 3D city map is pictured at the flagship store in Berlin, Germany, January 20, 2016. A combination of new and retro sneaker styles will keep driving growth at Adidas's fashion business and help attract more sports fans too, the head of the German firm's Originals unit said in an interview. Picture taken January 20, 2016. REUTERS/Hannibal Hanschke
BERLIN: If Adidas ends its funding of the athletics governing body, it would not just be a reaction to doping but also a sign of a shift towards spending on individual sports stars and teams who can promote brands directly to fans via social media.
The BBC said the German sportswear firm, whose 11-year deal made it the biggest sponsor of the International Association of Athletics Federations (IAAF), had decided against continuing with the contract as a direct result of doping and corruption allegations that emerged in December.
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