Magazine article Marketing

Adidas Joins Eurosport and ESPN for Olympics

Magazine article Marketing

Adidas Joins Eurosport and ESPN for Olympics

Article excerpt

Adidas has teamed up with Eurosport and ABC's global entertainment and sports network ESPN to launch a series of advertiser-funded programmes, ahead of the Sydney Olympics next month.

The sportswear group has invested an undisclosed amount in order to produce 12 two-minute programmes entitled The Road to Sydney. The programmes feature comedian Lee Evans travelling from Athens to Sydney stopping in various locations to meet 12 Adidas-sponsored athletes competing in the Games.

Evans 'trains' with the athletes, who include Australian aquatics and swimming champion lain Thorpe, German tennis star Nicolas Keifer and US bantamweight boxing hero Clarence Vinson. Each of the athletes talks about their respective sport and helps Evans to train, but he fails to grasp the essentials and comes off worst in each encounter.

Adidas' media agency Carat International came up with the idea for the programmes as a means of communicating Adidas' core values in a new way. "Adidas supports all sports globally at all levels, it also aims to be surprising and challenging. …

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