Lake Sonoma Announces Title Sponsors

adidas TERREX will be the new title Sponsor for the races:

New for 2025, adidas TERREX is the official partner of the Lake Sonoma 50 Mile, Marathon, Trail Sisters Half Marathon, so expect great gear and the opportunity to demo TERREX products.

Title sponsor announcements usually don’t make headlines here on Electric Cable Car, but the language used to announce this on Instagram piqued my interest:

Lake Sonoma Relentless joins the @adidasTERREX family of trail and ultra races

“The family of trail and ultra races.” Is that a first hint at adidas TERREX getting into the race series game, rather than just seemingly sponsoring random events across the globe? HOKA has this on lock with the UTMB World Series, and Salomon owns an entire series themselves. Clearly adidas must be taking a long hard look at this themselves. Especially given their investment into a dedicated trail team over the past years adidas has been no stranger in the trail running space for many years now.