Adidas and PlayWellMinds

Adidas Team Sales and Swedish tech company PlayWellMinds have entered into a strategic partnership in the Swedish market. The purpose of the collaboration is to highlight the importance of mental health and performance in youth sports. To celebrate the launch, Adidas is offering all young people in Sweden free access to the PlayWellMinds app throughout the summer.

Through this new partnership, the two organizations aim to democratize access to mental fitness training and provide young athletes with tools to manage pressure, build self-confidence, and thrive both on and off the field. During the summer months, the app will be available completely free of charge to all young people in Sweden through a unique registration link.

"We are incredibly proud to join forces with a global powerhouse like Adidas. Mental strength is just as important as physical fitness, yet young athletes have historically not had the same access to mental training. Through this partnership, and thanks to Adidas’ commitment, we can now give thousands of young people the opportunity to build their mental strength during the summer break."

– Henrik Cronebäck, CEO, PlayWellMinds

At Adidas, the partnership is also seen as an important step toward supporting the next generation of athletes in a more holistic way.

"At Adidas, we believe that sport has the power to change lives, which means we must look at the whole person. Through Adidas Team Sales, we engage daily with thousands of young athletes, coaches, and sports leaders across Sweden’s club and association landscape. We know that team sports create a sense of community, but we also see a growing need for tools that support mental well-being and focus among young players. PlayWellMinds has developed an outstanding platform, and through our strong network within Swedish sports clubs and associations, we are delighted to offer it free of charge to all young people this summer."

– Eric Claesson, Head of Team Sales, Adidas

For PlayWellMinds, the partnership is also about building bridges between grassroots sports and the experiences and skills required at the highest levels of competition. Erik Berg, former Swedish international football player and now Head of Partners at PlayWellMinds, emphasizes the importance of gaining access to these tools at an early age.

"During my own career, I quickly realized that the mental aspect is often the deciding factor in how much you can develop your talent—and how well you feel along the journey. Adidas stepping in and making our app available to every young person in Sweden is an incredibly powerful statement. This gives young athletes exactly the kind of tools I wish I had access to when I was their age."

– Erik Berg, Head of Partners, PlayWellMinds and former Swedish international player

How to Access the App This Summer

To take advantage of the offer and begin your mental fitness journey, simply follow these steps:

1. Visit the registration page: www.adidas.playwellminds.com

2. Register your details.

3. Receive a unique access code that unlocks the app free of charge throughout the summer (June 11 – August 30, 2026).

About PlayWellMinds

PlayWellMinds is a Swedish digital platform that provides science-based mental fitness training for young athletes. Through interactive exercises, the app helps young people manage stress, build self-confidence, and optimize their performance.

About Adidas Team Sales

Adidas Team Sales is Adidas’ dedicated organization for the club, team, and association market. Through tailored end-to-end solutions, teamwear, and training collections, Adidas Team Sales equips sports organizations across Sweden—from local grassroots clubs to the country’s largest elite teams. The focus is on strengthening team spirit, supporting young talent, and developing Swedish team sports together with strategic retail partners.