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SBD/June 26, 2014/Marketing and Sponsorship
Adidas Pulling Ads Featuring Suspended Suárez For Remainder Of World Cup
Published June 26, 2014
GOING ALL IN: MASHABLE's Sam Laird wrote adidas at its FIFA World Cup HQs in Rio de Janeiro "is pulling out all the stops to extend its brand reach, imprint the three stripes in consumers' minds and generally make Brazil 2014 a [smashing] success." Its efforts "start at Adidas Posto, a temporary command center and workspace the company has set up" at its HQs. During the World Cup, "social, digital, PR, marketing and event managers" from several countries will "all run operations from the temporary mothership." The facility's epicenter "is a centrally located room full of desks, TVs and more gadgets than you can count." There, digital-content teams "from around the world tune in to every game -- Photoshop and Twitter at the ready -- to fire appropriate reactions out to fans." It is "all in the name of Adidas." adidas North America Soccer Senior Brand Communications & Digital Marketing Manager Pashington Obeng: "The big questions are what content we have to celebrate our key players, whether it's for a goal or a hat-trick or any other cool events that we know our fans are looking for." Laird noted this means "leveraging Adidas' status as a chief World Cup sponsor to provide content from vantage points to which other brands aren't allowed access." They "include views from the pitch, the tunnel and team locker rooms." Another key element "is finding creative ways to promote the players and teams that Adidas sponsors." adidas endorsers "have been performing well in this World Cup." As of last night, the company's "signature F50 cleat was used to score more goals (33) than any other boot worn by players" (MASHABLE.com, 6/25).