adidas signs Chloe Kelly to global football roster

adidas has announced the signing of Chloe Kelly, adding the England and Arsenal forward to its global football roster in a move that strengthens the brand’s women’s game strategy and premium athlete marketing line-up.The partnership will see Kelly wear the adidas F50 Sparkfusion on pitch, with the brand positioning the boot as a women-specific performance product aligned to the speed demands of the modern game.Sam Handy, adidas Football General Manager, said: “Our ambassadors are a true reflection of our values as a brand. Chloe has had an incredible career to date, with moments that have inspired a huge shift in women’s football. We are so proud to welcome her into the adidas family.”The signing is being launched with a debut campaign that labels Kelly a “Natural Born Winner”, built around her reputation for delivering in high-pressure moments for club and country.Chloe Kelly said: “I’m so proud to be joining adidas. This is a brand that has been at the heart of football’s biggest moments for decades, and to now be part of that legacy means everything. It feels like the right move at the right time in my career, and I cannot wait to get started.”The campaign includes a guest appearance from British artist Kano, which adidas is using to broaden the storytelling beyond performance into culture and identity.Chloe Kelly said: “Having Kano in my debut campaign is special, he is a British cultural icon and someone whose music has been the soundtrack to so many people’s lives, including mine. I’m excited for what is ahead.”From adidas’ perspective, the deal continues a deliberate push to stack women’s football credibility through both club partnerships and individual athlete signings, using key tournament moments and high-visibility personalities to drive product adoption and year-round engagement.Kelly’s profile offers adidas a proven big-game narrative that travels across markets, underpinned by her role in England’s UEFA Women’s Euro 2022 triumph and her continued presence in decisive moments at the elite level.The F50 Sparkfusion is central to that commercial logic, giving adidas a specific women’s boot proposition to attach to an athlete with mainstream recognition, social reach and strong association with major international fixtures.The brand also gains Arsenal alignment, with the club already part of adidas’ top-tier football stable and Kelly offering an additional individual platform to amplify matchday exposure, kit visibility and launch campaigns.The announcement underlines how leading suppliers are increasingly combining performance engineering with cultural marketing to compete for attention in a crowded football retail market, particularly as women’s football audiences grow and buying behaviour moves closer to the men’s game model.