E-tailer SportsShoes.com and sports giant Adidas have announced a joint three-year sponsorship deal for middle-distance running club the British Milers’ Club (BMC).

The BMC is the UK’s largest athletics club with more than 2,000 members ranging from under-15s to seniors. The aim is to support and “improve the world standing of UK middle-distance running”. Runners at previous BMC events have included 2022 World Championship gold medallist Jake Wightman, as well Olympic silver medallists Laura Muir and Keely Hodgkinson.

Through the sponsorship deal, the pair will enable the BMC “to grow and promote its events within the UK athletics and running community”. The club will also have access to high quality product ranges on the retailer’s website, which includes the latest Adidas running products.

Donna Bellamy, senior director, omnichannel marketing at Adidas, said the partnership marks “a significant step in our commitment to supporting runners nationwide on their athletic journeys.

“At Adidas, credibility in running is paramount, and through this partnership, we will champion athletes with our Adizero range, designed to elevate performance, break records, and inspire future generations.

“SportsShoes.com’s excellent market positioning allows us to reach both new and experienced runners, and together, we share a vision of providing the best running gear and advice to athletes at every stage of their journey.”

Dan Cartner, head of marketing at SportsShoes.com, added: “This work aligns perfectly with [our] mantra of ‘it’s no fun standing still’, which is seeing us continually ramp our activities to equip and empower all levels of the running community.”

In March, the retailer held its inaugural SportsShoes.com Podium Festival in Leicester. The community running and brand exhibition event was attended by more than 1,000 runners and an estimated 65% of the field achieved personal bests.