Generation adidas International, part of leading youth sport development tour business inspiresport, is delighted to announce a multi-year extension of its partnership with global sport and lifestyle brand, adidas.

As part of the extended partnership and company growth, Generation adidas International, which counts 20+ years of providing international soccer development tours, will undergo a rebranding, becoming Next Generation International.

As a brand of inspiresport Group, Next Generation International is part of leading global sports travel business Destination Sport Group. Destination Sport Group counts over 250 staff in 14 countries around the world – including offices in Manchester, U.K. and Atlanta, U.S., covering all aspects of travel including management for elite sports clubs and governing bodies, supporter travel, global hospitality, youth development programs, endurance, and participation travel plus global destination management.

Under this extended partnership, Next Generation International will continue to serve as the preferred travel partner of adidas soccer, bringing world-class coaching and life-changing experiences to aspiring soccer players and youth teams in North America. As a result, adidas affiliated teams in the U.S. will continue to have the opportunity to travel and have experiences to adidas’ club partners such as Real Madrid, Manchester United, Celtic and S.L. Benfica. This reaffirms their commitment to providing unparalleled international soccer experiences for young athletes and showcasing a new era in soccer travel and development.




Billy Hartman, CEO of Generation adidas International, stated: “This partnership extension is a testament to the hard work and dedication of both organizations in creating unique opportunities for young athletes and teams. As we transition to Next Generation International, we are excited to build upon the legacy and reputation we’ve built for providing industry leading soccer development tours. This rebranding signifies our commitment to nurturing the next generation of soccer players and creating memories that last a lifetime.” 

Steven Noble, Sales Director adidas, shared his thoughts on the partnership extension: “We are excited to announce our long-term partnership with Next Generation International which provides adidas Soccer the ability to offer “money can’t buy” experiences at our top global clubs with a focus on coaching education and player development. The programming will elevate and expand our portfolio of benefits offered and help players and coaches of all ages and levels within our youth club ecosystem experience what it is like to play and train like a professional.”

Next Generation International aims to provide unique and innovative programs that develop not only soccer skills but also character, teamwork, and cultural awareness. Their expertise in soccer and travel logistics, and their ongoing collaboration with adidas ensures that young players will receive access to world-class training and experiences at some of the world’s biggest soccer clubs. This extension and rebranding mark a significant milestone in the journey of Generation adidas International, soon to be Next Generation International, and adidas. Together, they will continue to make a positive impact in the world of youth soccer and sports travel.