Mathieu van der Poel signs with Adidas as personal brand portfolio grows

Adidas has named Mathieu van der Poel as a new brand ambassador, further expanding the German sportswear company’s presence in professional cycling.

The brand announced the partnership on social media with a campaign built around Van der Poel’s versatility inside and outside the sport.

“Some play sports, he masters them. Road, rock gardens, routine trips to the fairway. That’s MVDP,” Adidas wrote, before welcoming the Dutchman to the company.

Van der Poel responded to the announcement by writing: “Proud to join such an iconic brand.”

The personal agreement follows the multi-year partnership Adidas signed with Alpecin-Premier Tech and Fenix Premier Tech in July. Under that agreement, Adidas became the official off-bike clothing partner of both WorldTour teams, supplying riders and staff with sportswear, training apparel, footwear and leisurewear.

The new ambassador agreement takes that relationship a step further by connecting Adidas directly with Van der Poel rather than solely through his team.

“Adidas has a rich history in cycling and I am proud to join the brand as an ambassador,” Van der Poel said. “Whether I am training, recovering or staying active outside competition, sport is an important part of my everyday life.

“Adidas offers me the perfect combination of performance, comfort and style, allowing me to switch effortlessly between training and relaxing.”

The Adidas deal is the latest sign of how Van der Poel’s commercial profile has grown alongside his success on the bike.

Canyon has been one of his longest relationships. In 2024, Van der Poel signed a ten-year personal agreement with the German bike manufacturer, extending a partnership that began in late 2017. The deal runs until 2034.

Oakley has worked with Van der Poel for several years, releasing its first MVDP Signature Series eyewear in 2022. The brand continues to sell models carrying his name.

In 2025, Van der Poel joined Richard Mille and has since raced wearing the Swiss watchmaker’s RM 67 02. His relationship with WHOOP goes back further. He has used its wearable technology for years and, in March 2026, was named among the investors in the company’s $575 million funding round.

Zwift has featured Van der Poel in campaigns and virtual rides since at least 2021 and continues to involve him in activations around Alpecin-Premier Tech.

Away from cycling, Van der Poel is an ambassador for Lamborghini Antwerp, a relationship that began in 2023 and was extended in 2025. He is also a brand ambassador for private aviation company FLYINGGROUP.

His relationship with 4GOLD is different. Van der Poel was one of the athletes who founded the sports nutrition company in 2017 and remains closely involved with the brand.