Adidas has extended its marketing deal with U.S. Youth Soccer until 2010 with options to stretch the relationship up to 2014. It has been aligned with the organization since 1989. Under the deal, Adidas will supply athletic apparel and footwear to all programs within the organization, including the U.S. Youth Soccer Olympic Development Program and the U.S. Youth Soccer National League. Joint marketing programs will be launched throughout the contract’s term. Separately, Adidas has hired Hill & Knowlton, a public relations and public affairs consultancy, to increase its brand presence with U.S. consumers. It is also launching new products and marketing programs ahead of the NBA All-Star Game on Feb. 17 in New Orleans. Meanwhile, Adidas is making films for social networking internet sites such as Facebook and YouTube as part of its global marketing initiative for this spring, whose theme is «celebrate originality.» Around 80 stores worldwide are being redesigned to include a workshop-style section where visitors can design their own shoes and transmit pictures and videos onto one of the store’s walls.