German sportswear giant adidas entered table tennis in 2007 via a licensing deal managed by LivingSport A/S of Denmark, aiming to become market leader by 2017. Produced a full range: rubbers (Tenzone, P5, P7), blades (Avenger series, FiberTec), tables (Ti.200, To.700, To.300, To.100), shoes, and apparel. Discontinued all table tennis products at end of 2015 due to insufficient profitability, with royalties to adidas AG cutting margins. ITTF rubber approvals expired by early 2017. A cautionary tale of mainstream brand licensing in niche sports.