Adidas and Reebok are set to re-enter the Russian market through a new ASP network operated by Lestate, the distributor that handles Western sports brands. The announcement came from Ilya Komissarov, who leads the marketing division at Lestate, and was reported by Kommersant. According to Komissarov, the ASP network will stock and sell Adidas and Reebok products, expanding the range of Western sporting goods available to Russian consumers. He noted that Russian shoppers have long valued the reliability and style of Western brands, and many are eager to see these names back on store shelves. Yet the market is becoming more competitive as homegrown players intensify their presence in the sports equipment segment, creating a tighter landscape for international brands.
The senior marketing executive confirmed that the first ASP store is slated to open this week at the Belaya Dacha location in Moscow. While a specific store count for the ASP network has not been finalized, he indicated that the rollout will be gradual, with new outlets phased in over time. This measured approach aims to balance demand, logistics, and brand standards while ensuring a steady supply of product across the network.
There were earlier discussions in industry channels about Adidas’ plans to continue delivering apparel to Russia after a notable date, but such plans have seen shifts in response to changing market conditions and regulatory developments. The broader sentiment among Russian consumers remains nuanced; while many are hopeful for a return of Western labels, others remain cautious as the retail environment adapts to new partnerships and distribution models. In the coming months, observers will be watching how the ASP network performs, how quickly additional locations come online, and how the assortment aligns with local preferences for size ranges, colorways, and product categories such as performance apparel, footwear, and accessories.
For industry watchers, the ASP initiative represents a notable example of how international brands are recalibrating their market access strategies through regional distributors. The arrangement with Lestate illustrates a pathway for brands to reestablish a presence in a market while leveraging local expertise in retail operations, supply chain management, and customer service. As the network grows, it may influence competition, drive new product introductions, and shape consumer expectations around Western-brand availability in major cities beyond Moscow. Overall, the move signals continued activity in the sportswear segment and a cautious optimism among retailers and fans about renewed access to Adidas and Reebok products in Russia, under a framework designed to maintain quality and brand integrity.