Tim Hortons wants Canadians dressed for their coffee order.
The chain is renewing its brand partnership with adidas on Tims Run Club, a limited-edition apparel collection tied to the daily ritual of doing a "Tims run."
The line returns three years after its 2022 debut and lands ahead of National Coffee Day on September 29.
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Pieces range from the Supernova Ease running shoe to track jackets, hoodies and a trainer hat, priced between $24.99 and $129.99.
"We are incredibly proud to partner with Tim Hortons to celebrate the Tims run, a uniquely Canadian ritual," says Kelly Graham, head of marketing at adidas Canada.
"As a global leader in sport, we believe in inspiring people to move and to bring sport and style into everyday life.
"This collection is a great reflection of that belief, combining adidas' iconic footwear and apparel with Tim Hortons unmistakable Canadian spirit."
Tim Hortons CMO Hope Bagozzi sees the collection as a product inspired by true-to-life habits.
"The Tims run is a Canadian classic; it's a part of our daily routines," she says.
Bagozzi continued, saying that the collab allowed the chain to "bring that ritual to life in a fun new way," together with a collection that people will want to wear on their next Tims run.
Behind the GOATR Campaign
GUT Toronto created the supporting push, titled "GOATRs: Greatest Of All Tims Runners," running across video and social.
The work profiles everyday Canadians who've made the Tims run part of their routine.
Instead of focusing on athletic achievements, it focuses on the community and shared habit behind the movement.
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Access is staggered.
Tim Rewards members get first crack at the line on September 24 via TimShop.ca, two days ahead of the September 26 general release.
From there, it extends to adidas stores and its website, then to wholesale partners including Sport Chek and Sports Experts on National Coffee Day itself.
Notably, Tim Hortons is also bringing back retro-inspired cup designs alongside the apparel, giving the date two separate product moments instead of one.
Run Clubs Give Brands an Opening
Tim Hortons and adidas are capitalizing on real momentum.
Strava's Year in Sport report found running club membership grew59% in 2024, and by September 2025 run club creation in the U.S. was up four times year over year.
Fashion brands are chasing that same audience.
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Kith and On built a multi-year partnership this spring around a New York run team training for a half-marathon.
Like Adidas and Tim Hortons, they used experiential marketing to give a product drop something to belong to outside a shelf.
Three lessons apply beyond this collection:
- Ground apparel in a habit customers already have instead of inventing a new occasion for them to shop.
- Sequence access by loyalty status first, then mass retail, so existing customers feel rewarded before the drop goes wide.
- Let a campaign document real customers, the way GOATRs profiles Tim's regulars, so the product looks earned.
Either way, Adidas gets product onto customers a performance-only launch might never reach.
Our Take: What Does It Mean for Adidas to Speak Canadian?
Adidas ran a campaign made for a billion-person audience around the World Cup earlier this year.
This one is made for a single country's slang.
We think this contrast is worth noticing.
A brand this size doesn't usually bend its full vocabulary around one nation's coffee habit.
But this time, it has the name, the shoes, and even the cup redesigns keyed to a phrase most of the world has never heard.
This level of specificity costs adidas some reach, but it also buys a collection that feels like it came from someone who actually goes on Tims runs, not a global brief written from a distance.
We want to see more of this from brands that size; less universal appeal, more localized and personal efforts that feel almost like passion projects in ode to culture.
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