News briefs – Page 12
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News briefs
Adidas to launch marketing campaign in greater Paris
Adidas placed 2,200 footballs in 17 towns and cities in greater Paris and its region, Île-de-France, on Sept. 28 as Parisians were about to watch the match where the Paris Saint Germain (PSG) team beat Manchester City in the second round of the Champions League. The locations will include the ...
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News briefs
Nike is once again SportsPro’s most marketable brand
Nike has remained atop the heap in the 12th edition of SportsPro’s list of the World’s 50 Most Marketable (50MM) Brands, compiled by the sponsorship analytics firm Hookit. Nike scored 8.77 billion engagements, 58 percent more than in the previous year, leading to a 34 percent increase in sponsorship value ...
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News briefs
Adidas sneaker ties in with the newest Bond film
Adidas will be introducing four Ultraboost sneakers for its 007 collection for the debut of the new James Bond movie, No Time to Die, which will have its global premiere in the U.K. on Sept. 30. To promote them, the German sportswear giant is organizing an augmented reality contest featuring ...
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News briefsAdidas and Stella McCartney featured at the Met Gala
Adidas joined Stella McCartney for this year’s Met Gala for the Metropolitan Museum of Art, which took place in New York City on Sept. 13. The two brands, which have been working together for many years, supplied some spectacular pieces of apparel for the model Ella Emhoff, the former UCLA ...
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News briefs
ManU runs out of Ronaldo shirts
The Manchester United football club is suffering a shortage of replica shirts, according to The Daily Mail, because of the closure of one or more Vietnamese factories that work for Adidas, due to Covid. The English club has sold out the shirt of Cristiano Ronaldo, the 36-year-old former captain of ...
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News briefs
French advertising body agrees that Adidas has stretched its sustainability claims
The ARPP, a non-governmental association for the self-regulation of advertising in France, has sided with a consumer against Adidas. The consumer contends that the German brand’s claims made earlier this year with regard to both the recycled content of its Stan Smith Forever shoes and the extent to which the ...
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News briefs
Adidas promotional film to star Ian Wright
Adidas has hired Ian Wright, the former football champion who played for Arsenal and England, to feature as a “Master of Speedfulness” in a marketing film. He will be appearing alongside the musician and comedian Specs Gonzalez, the West Ham midfielder Tomas Soucek and the Aston Villa forward Alisha Lehmann ...
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News briefs
Adidas veteran launches brand of petroleum-free apparel
Eric Liedtke has launched a brand of streetwear, called Unless, designed to require no materials derived from petroleum, in an effort to reduce the amount of polyester fed into landfills. Liedtke is a 25-year Adidas veteran, having served under such titles as executive board member in charge of global brands, ...
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News briefs
Adidas aims to keep women active during their cycle with TechFit Period Proof pants
Adidas is tackling an issue that has thankfully been de-tabooed in recent years: menstruating women in sports. With its new TechFit Period Proof tights and shorts, the German company now offers training pants that provide an extra layer of safety against menstrual blood leakage. The two styles incorporate Adidas’ Flow ...
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News briefs
ABG to retain its debt rating with Reebok's acquisition
Moody’s said that it will not be changing the Authentic Brands Group’s debt rating (B2 Stable) in light of its costly acquisition of Reebok. As Moody’s notes, Reebok’s sales growth “has consistently lagged behind” that of Adidas, the selling party (A2 Stable), and its turnaround, begun in 2016, is not ...
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News briefs
Adidas launches No-Dye golf shoes
Adidas is introducing “No-Dye” versions of its ZG21 Motion and adicross ZX Primeblue golf shoes. The naturally-colored fabric in the no-dye shoes does not require the pre-treatment phase of conventional dyeing techniques, which uses large amounts of water. The technology still requires a post-treatment step, yet achieves an average of ...
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News briefs
Adidas inaugurates first Tech Hub office in India
Adidas has launched the Adidas India Tech Hub office in Gurugram (or Gurgaon), a city just southwest of New Delhi that is known as a financial and technology hub. The office was officially inaugurated on Aug. 9. The Indian Tech Hub will be home to the local marketing organization and ...
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News briefs
Former Adidas executive petitions U.S. Supreme Court
James Gatto, the former U.S. marketing executive of Adidas accused of making payments to collegiate athletes and their families to win them over for sponsorships, has petitioned the U.S. Supreme Court to reverse his 2018 conviction for wire fraud. Earlier this year, an Appeals Court had upheld the guilty verdict ...
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News briefs
Arsenal launches new fan rewards program
Arsenal has launched My Arsenal Rewards, a new fan loyalty program that gives fans the opportunity to convert their interactions with the club – ticket purchase, shopping at Arsenal Direct and Arsenal Retail etc. – into prizes, rewards and “money can’t buy” experiences. Adidas, the club’s team supplier, and Cadbury ...
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News briefs
Adidas launches the ZX Primeblue golf shoe
Adidas Golf has introduced the ZX Primeblue shoe, worn by the new Olympic golf gold medal winner, Xander Schauffele. The shoe’s textile upper is made with yarns containing at least 50 percent Parley Ocean Plastic intercepted on beaches, remote islands, coastal communities and shorelines, preventing it from polluting the oceans. ...
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News briefs
New head for Adidas North America
Rupert Campbell, a 54-year-old British national who has been running Adidas’ operations in Russia and the CIS countries since 2018, is set to succeed Zion Amstrong as president of Adidas North America from next Jan. 1, reporting to Roland Auschel, executive board member in charge of global sales. Adidas’ CEO, ...
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News briefs
Adidas replaces UA as sponsor of the University of Hawaii
Adidas is taking over the sponsorship of the University of Hawaii from Under Armour in two stages, following a negotiated buyout of the latter’s $10.2 million five-year deal with the school that was originally set to expire in June 2022. The Three Stripes will be the school’s sponsor for apparel ...
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News briefs
New items by Stella McCartney for Adidas and Victoria Beckham for Reebok
Calling it “a reimagining of workout wardrobe staples, Adidas and Stella McCartney have released a new Stellashine line of tights, crops, training jackets, running shoes and post-workout wear that is good for the gym and looks good elsewhere. It features reflective shine materials and textures “so wearers can go straight ...
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News briefs
Adidas introduces the X Speedflow football boot
Adidas is launching the X Speedflow, a football boot that is said to “redefine speed” in the game. In 2020, the company launched the X Ghosted, developing a light-weight boot that would reflect today’s fast football. Adidas’ product creation team got feedback from both athletes and amateurs on how that ...
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News briefs
Report: ABG and Wolverine are no longer bidding for Reebok
The Authentic Brands Group (ABG) and Wolverine Worldwide have reportedly pulled out of the bidding process for Reebok, according to The New York Post. The newspaper mentioned Aug. 2 – three days before the scheduled release of Adidas’ first-half results – as the deadline set for submitting any binding bids. ...
