adidas Extends Soccer Legacy, Equips Athletes and Unites Fans Through 2010 FIFA World Cup South Africa(TM)
PORTLAND, Ore., June 7 /PRNewswire/ — As official sponsor of the 2010 FIFA World Cup South Africa(TM), adidas will use the world’s biggest sporting stage to introduce innovative products to the game, extend market leadership, celebrate players and federations and inspire soccer fans across the United States and around the world.
“adidas’ legacy in soccer is unmatched and we are proud of our position as the number one soccer brand in the world,” said Patrik Nilsson, president of adidas America. “The 2010 FIFA World Cup provides us with the opportunity to extend our heritage in soccer and offers the pinnacle stage for adidas to introduce innovative products to the game, expand our market leadership, celebrate players and teams and inspire soccer fans across the United States and around the world.”
As the official sponsor of the 2010 FIFA World Cup, adidas will be the most visible brand at the games by supplying the official match ball, providing equipment for all World Cup officials, outfitting 12 federations and providing the ultimate in soccer footwear to world-class athletes including Lionel Messi, Jozy Altidore, Kaka, Steven Gerrard, David Villa, Xavi, Frank Lampard and Andres Guardado, among others.
Official Match Ball: Jabulani
Jabulani, which means “to celebrate” in South African dialect isiZulu, is the name of the official 2010 FIFA World Cup match ball that will be at the center of all the action during the tournament this summer.
“The adidas match ball is a celebration of the game and the host country featuring 11 colors representing 11 players in every team, 11 official languages of South Africa and 11 South African tribes,” said Antonio Zea, soccer business unit director, adidas America. “It’s also all about innovation to improve performance. With only eight thermally bonded panels, the least of any soccer ball ever, the Jabulani is the most accurate and roundest ball.”
With fewer panels, the Jabulani has a reduced number of seams creating a 70 percent larger striking surface. Featuring the new “Grip’n'Groove” technology, the Jabulani also combines integrated aero grooves for improved wind channeling and a more true flight with a futuristic texture that provides extensive grip, giving players full control of the ball under all weather conditions.
Official Finals Ball: Jo’bulani
Featuring the same technology as the Official Match Ball Jabulani, Jo’bulani is the ball that will be used on July 11 for the 2010 FIFA World Cup Final. The name Jo’bulani is a tribute to the host city of the final, Johannesburg, or Jo’burg as it is commonly referred to. Designed in white and gold, the Jo’bulani is a compliment to both the color of the 2010 FIFA World Cup trophy and Johannesburg, the “City of Gold.”
Personalized Federation Kits
For the first time ever, players will have two Federation Kit options – adidas TECHFIT PowerWeb or ForMotion.
TECHFIT PowerWeb is compression apparel featuring strategically placed TPU bands designed to improve speed, power, endurance and vertical jump. Many players already wear TECHFIT under their uniforms to improve performance, however this is the first time the TECHFIT technology will be incorporated into the actual jersey. ForMotion jerseys are engineered to move naturally with the athlete’s body resulting in an ideal fit and comfort while in motion.
With seven percent more power than the previous Predator (Predator Power Swerve), adidas’ tenth generation of the Predator silhouette is the most powerful yet. Soccer legend, adidas athlete and loyal Predator player Zinedine Zidane helped develop the new Predator X, which will be on the feet of some of the world’s greatest players including Steven Gerrard and Daniele De Rossi in South Africa.
The F50 adiZero is the lightest and fastest soccer boot ever made. Weighing only 165g (5.8 ounces), the F50 adiZero is designed for high-speed soccer with perfect balance between lightweight and stability. The redesigned F50 is based on a sprint spike with a light single layer non-woven synthetic outer material, which eliminates any need for a traditional foam and lining. A unique stud pattern combines benefits of long traction studs and round multi-directional acceleration studs in the F50 adiZero. The best players in the game will be wearing the F50 adiZero at the 2010 FIFA World Cup including Lionel Messi, Jozy Altidore, David Villa and Lukas Podolski.
ADIDAS MARKETING: EVERY TEAM NEEDS…
adidas will export the excitement of the World Cup and South Africa to fans across the United States through its “Every Team Needs” campaign, which captures the diversity of what each player contributes to the team and highlights the product that enables them to compete at their peak.
“adidas will engage fans at every point of contact through digital initiatives, sports marketing, events, retail, advertising and partnerships,” said Zea. “We’ll be present in all channels, particularly where we can reach our consumers quickly and directly – at the point of sale and through digital media. Digital initiatives will be a primary focus to engage and interact with fans, leveraging social networking sites and mobile marketing platforms to make products, players and tournament stories more accessible.”
UNRIVALED LEGACY AND LEADERSHIP
Since founder Adi Dassler stitched his first pair of boots more than 80 years ago, adidas has been the world’s leading soccer brand. As the game progressed and players’ skills evolved, competition thrived and adidas continued to lead through innovation, bringing authentic and pioneering products to the players and sport of soccer.
adidas has been at the forefront of major soccer product innovations including the 32-panel ball, the first soccer shoe designed with molded multi-studded rubber soles in the legendary Samba, the first screw-in studs for footwear, Predator technology, the introduction of thermal bonding for soccer balls, the first customizable boot and the use of breathable materials in soccer-specific apparel.
adidas has been an official partner of the FIFA World Cup since 1970 and 2010 will mark the 11th official World Cup match ball from adidas. adidas is also official partner of Major League Soccer, European Football Union UEFA and the Confederations of African Football CAF. adidas is also the official supplier to prominent clubs including AC Milan, Chelsea FC, FC Bayern Munchen, Liverpool FC and Real Madrid.
ADIDAS UMU AND 46664
To engage soccer fans, share their passion for the sport and celebrate the culture of South Africa, adidas has created a unique product called the UMU to illustrate support for South African Unity, the World Cup and a celebration of diversity. The specially designed UMU accessory, which can be worn in a variety of ways, will inspire the world to unite while raising funds for the foundation created by South Africa’s greatest hero Nelson Mandela. Beginning in November 2009, South Africans have been showing the unity of their nation by signing a Giant Bafana Bafana jersey. Each person who signed the jersey received a gift from adidas – a UMU. adidas partnered with Mandela’s charity, 46664 to give fans the opportunity to celebrate their diversity. Inspired by Mandela’s Robben Island Prison Number, 46664 is the campaign vehicle of his charities designed to inspire individual and collective action towards a better world for everyone. Starting in May 2010, UMUs will be available at retail and the sales globally will go directly to 46664 in support of their programs and Mandela’s legacy.
During the 2010 FIFA World Cup, adidas will have its PR Headquarters at the Sandton Convention Centre in Johannesburg. At “Jo’bulani Central,” the brand will host a wide range of events and activities throughout the tournament.
adidas is a global designer, developer and marketer of athletic footwear, apparel and accessories with the mission to be the leading sports brand in the world. Brand adidas is part of the adidas Group, a corporation that includes brands such as Reebok, TaylorMade and Rockport.
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