Magazine article Marketing

Adidas Opts for PR for World Cup Push

Magazine article Marketing

Adidas Opts for PR for World Cup Push

Article excerpt

Sportsgoods manufacturer adidas is seeking to score an early goal over rivals by appointing PR firm Hill & Knowlton for one of its biggest ever PR campaigns.

The major promotional push is part of a $30m marketing budget set aside by the beleaguered company to centre around the World Cup taking place for the first time in the US next year.

Adidas claims it is currently "formulating significant plans to support all aspects of innovations in the pipeline". Advertising through Leagas Delaney is expected to tie in with the soccer championship.

Adidas is the official outfitter and supplier of World Cup matchballs, soccer footwear, design textiles and accessories and will also be supplying kit for teams, including both the host US team and the current cupholders, Germany.

Once the pioneer of labelled sports goods, adidas has long suffered an old-fashioned image. The brand now ranks third with a 14% share of the worldwide market behind big global advertisers Nike (24%) and Reebok (20%) which have gained the high ground among the youth market in particular. …

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