adidas Unveils Marketing Program Around Mexican Jerseys
By Tripp Mickle, Staff
Writer, SportsBusiness Journal
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adidas Unveils New Mexican
Jersey, Ad Campaign |
In conjunction with the official unveiling of the new Mexican national soccer
team uniform Thursday in Mexico City, adidas announced a marketing campaign that
will feature a giant replica of the uniform being called "the jersey without
borders." The jersey will travel to each U.S. city where Mexico plays, beginning
Wednesday when the team faces the U.S. in Phoenix. The jersey will be displayed
for fans to sign and write messages to the team. "With the millions of Mexican
soccer fans throughout Latin and North America, adidas has an unprecedented opportunity
to connect with this growing audience to become the authentic brand of Mexican
Futbol," said adidas America VP/Brand marketing Stephen Pierpoint. Nike supplied
the Mexican jersey through the ‘06 World Cup, but adidas struck a long-term
agreement last fall as Mexico's official sponsor and supplier through 2014. The
new jerseys went on sale Thursday for $65.
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