You Can Now Buy a New Brand of Sports Apparel on Amazon

Adidas AG (ADDYY)  shares surged in early Friday trading just hours after its biggest competitor announced a lucrative partnership to sell sports apparel with online giant Amazon.com Inc. (AMZN) - Get Report

Shares in the German sporting goods maker rose more than 3% in the 90 minutes of Frankfurt trading to change hands at €169.28 each, pushing it to the top of the DAX and making it the best performing stock in Europe. Adidas shares, however, have fallen around 5% in the second quarter against a 1.3% gain for the benchmark.