Loyalty Reads: MLS and Adidas Extend Multi-Year Partnership, Dick’s Acquires Moosejaw from Walmart, and More

MLS and Adidas Extend Multi-Year Partnership 

Major League Soccer and adidas announced a multi-year extension to their partnership. Through the deal, adidas will continue as the official supplier for MLS clubs and youth activities. 

The goal of the partnership extension is to continue growing the sport across the U.S., elevating soccer culture and communities. The partnership began at the inception of the MLS in 1996, with adidas functioning as a founding member of the league. 


Dick’s Acquires Moosejaw from Walmart 

Dick's Sporting Goods will expand its outdoor offerings through purchasing Moosejaw from Walmart. Moosejaw runs a highly successful e-commerce platform, 12 physical stores, and customer loyalty efforts. 

Through the acquisition, Dick’s is focusing on providing more experiential, omnichannel offerings for its customers. Dick’s is currently in a transformational period, increasing its customer base through strategic partnerships with brands like Peloton and DoorDash. 

Ulta Beauty Partners with Beautycounter 

Beautycounter will expand its online and in-store presence through a partnership with Ulta Beauty. As part of the deal, Beautycounter products will be available on the Ulta website and in its 500 stores across the U.S. 

For Ulta, the partnership will bring more clean product offerings into its stores. The partnership comes as a celebration of Beautycounter’s 10th anniversary, hoping to continue the growth of the brand. 


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