Amazon Web Services (AWS) has won a contract to provide sports clothing brand Adidas with a cloud environment for hosting its SAP workloads.

German-based multinational Adidas AG also intends to develop a modern SAP S/4HANA platform using AWS, according to the deal.

By integrating SAP into its enterprise resource planning (ERP) system, Adidas aims to connect data across its global operations, while also tapping into AWS‘ SAP expertise to support advanced analytics, data science, and enterprise reporting, the company said in a release.

Utilizing AWS’ machine learning solutions, including Amazon SageMaker, Adidas’ data scientists can forecast seasonal demand for goods. This ensures the right product arrives at a warehouse or retail store at the right time, increasing customer satisfaction.

Through a cloud-based data lake on AWS, Adidas can also gain visibility into both internal and outbound operations, while AWS Sustainability programmes will also assist Adidas in reducing the environmental impact of its cloud operations.

Adidas said the deal will allow it to offer customers discounts and early access to new releases, priority services, and personalized offers.

“We want to drive innovation across our business, which includes everything from how we design our products to how we engage with the consumers who buy them. By committing to cloud infrastructure, we have the scalability and elasticity we need to handle the seasonality of our business during peak demand, and support the projected growth in our e-commerce business in the years to come,” explained Markus Rautert, senior vice president of technology enablement at Adidas AG.

“Deploying SAP environments on AWS isn’t just about transforming our technology—it’s about transforming business opportunities and using AWS’ wide range of cloud capabilities to create efficiencies and bring us closer to consumers,” he added.