We are in the middle of this wonderful time that takes place only every four years. The World Cup fever is in full motion. It is an exceptional love affair when our hearts are supporting our national team in Brazil to win the cup. To me, the World Cup is not only a special opportunity to cheer for my nation but also to celebrate a unique look that adidas brought to the world of football and to the modern culture of sport. For the 2014 World Cup in Brazil, we introduced the Battle Pack Collection. It makes me proud when I see this pack in full action. Not long ago, it was a fragile baby thought that needed much attention. As one of the nursing parents I had the pleasure to watch it growing into an impactful collection with the bold presence we’re now all experiencing. Let me share with you how we went about it.
The 2014 FIFA World Cup is now in its second stage. When watching the matches, you might have noticed that the brazuca on the pitch is different to the one you can buy.
If you take a close look when the teams enter the stadium, you can see a little additional print above the adidas brand logo. That’s the so-called Match Day Customization (MDC) with the names of the teams playing.
This print identifies each of the 20 brazucas provided by adidas Global Sports Marketing Football for every single match of the tournament. A novelty of this event is that one of those balls is marked as the KICK-OFF brazuca, the one that is used for starting the match.
The 2014 FIFA World Cup™ is well underway. Who will make it to the final? Who will score the most goals? And who will become the new World Champion? There are lots of questions which cannot be answered at this stage, and that’s what makes the game of football so interesting and exciting. It has always been this way, and it is this excitement that makes the FIFA World Cup™ such a fascinating event.
Having lived in Portland for 10 years now, I have participated in the Portland Pride every year. This year it was something truly special to represent the adidas family with its newly formed LGBTQ group participating in its first community event at the Portland Pride Festival on Saturday and Sunday, June 14th and June 15th. We formed the US adidas Group team with the desire to represent diversity and inclusion not only at work but also within the Portland community. The support and adulation received from the community during the Pride Festival was overwhelming and truly encouraging for us.
It was an exciting week in San Francisco for the adidas Digital Sports BU. Google held its highly visibile annual developer conference featuring new innovations for web, mobile and cloud based technologies. New this year was the announcement of Google Fit, a platform that will enable consumers to integrate and access their fitness data from a range of sensors and tracking apps.