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SBD Global/May 30, 2014/Marketing and Sponsorship

Adidas Takes Over London Buses As Part Of 'All In Or Nothing' World Cup Campaign

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Adidas "has become the first brand to paint" London's Routemaster buses, as part of its "all in or nothing" World Cup campaign, according to James Swift of CAMPAIGN LIVE. Adidas has painted 32 new Routemaster buses black -- one for each World Cup team -- "with images and straplines from its campaign." Transport for London launched the new ad format as part of its "year of the bus" celebrations. Outdoor media owner Exterion Media "developed the campaign" with Posterscope, Carat and TBWA. The painted buses "will be on routes 38 and 8, which travel through Piccadilly Circus and Knightsbridge, and Shoreditch and the City respectively, for four months" (CAMPAIGN LIVE, 5/27). Adidas unveiled the official match ball for the World Cup final on Thursday. The brazuca Final Rio design mirrors the brazuca official match ball with green and gold colors inspired by the World Cup trophy (adidas).

KIT CHANGE: Polish side Lech Poznan "signed a new kit deal with Nike." Nike replaces Puma as the Ekstraklasa club’s kit manufacturer, "with the agreement covering the team’s senior and youth teams." Terms of the agreement "were not disclosed" (SOCCEREX, 5/29).
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