Future set fair for adidas

adidas approached the FIFA Confederations Cup Brazil 2013 in extremely buoyant fashion.

In Latin America alone, the FIFA Partner's sales have grown at strong double-digit rates every year since 2002 and the company believes that trend will continue as it heads into a FIFA World Cup™ year.

Indeed, adidas expects to hit record sales of €2 billion in 2014 from its football category alone!

adidas is the clear number one in football globally - in terms of sales, innovative power and brand visibility - explained adidas Group Chief Executive Officer (CEO) Herbert Hainer following a successful FIFA Confederations Cup campaign. 

Equipped For All Events

adidas is already well established in Brazil and has commercial agreements with major clubs such as Palmeiras, Fluminense and Flamengo. With four of the eight teams at the FIFA Confederations Cup Brazil 2013 also sporting the iconic Three Stripes on their shirts (including reigning World Champions Spain), the tournament signalled the start of a comprehensive campaign for adidas that will ultimately lead back to Brazil next year for the FIFA World Cup™.

However, it is not only the players who benefit from adidas sports clothing and equipment. It is fair to say that FIFA events would be very different affairs without the help and support of our loyal FIFA Partner.

The FIFA Youth Programme, for instance, would have a very different look without adidas' commitment to the scheme. All the youngsters involved with the many roles of the programme are supplied with adidas equipment that they are allowed to keep after their work is done.

adidas supplied the ball crews with bags, shoes, socks, shorts, pants, jersey, track top and cap, while an equally comprehensive selection of clothing also went to the National Flag Bearers, the FIFA Flag Bearers, FIFA Fair Play Flag Bearers and the Players' and Captains' Escorts.

In addition, the referees and assistant referees were each provided with caps, watches, socks, wristbands, polo shirt, presentation suit, rain jacket, training jersey, training shorts, training suit, undershirt, football boots, running shoes, sports bags and, of course, on-field uniforms.

The thousands of volunteers in Brazil, meanwhile, all sported a full range of products inspired by the event's official look including caps, socks, polo shirts, rain jackets, tracksuits, zip-off pants, running shoes and sports bags, while LOC members and FIFA Officials all received adidas clothing.

adidas also played a vital role as sponsor of the FIFA Fair Play flag bearer teams that add so much to the pre-match tradition and ceremony at all FIFA events.

Worn With Pride

The FIFA Youth Programme would look vey different without the support of adidas.


adidas' strategy for the two Brazil tournaments centres on its ability to harness social media – something it did to great effect during last year's London Olympic Games. The company successfully connected with a young and energetic audience before and during the FIFA Confederations Cup, using social media to broadcast its content on a mass scale. Engaging with fans in real-time, adidas will continue to leverage its social media capability on various online platforms for the 2014 FIFA World Cup™.

“We're going to bring fans along with us on the 2014 FIFA World Cup Brazil™ journey and give them access to content and experiences that they've never had before,” revealed adidas Senior Vice-President of Global Brand Marketing Nicole Vollebregt. “That's something only we can bring because as a sponsor we have access to teams, players and assets that no one else has.”


adidas is the clear number one in football globally

Herbert Hainer,

adidas Group Chief Executive Officer (CEO)

Official Match Ball

Commentators widely acknowledged the FIFA Confederations Cup Brazil 2013 as the most exciting renewal of the tournament held so far. Much of the drama came through the extraordinary array of individual and set-piece goals scored with the adidas Cafusa Official Match Ball. 

The Cafusa, created by the same design team who brought us the wonderful Tango 12, combines three symbols that best represent Brazilian culture – carnival, football and samba.

Together with the vibrant colour scheme, the ball is a true reflection of the Brazilian national identity, with a particular focus on the Southern Cross constellation represented in the Brazilian flag.

Giant versions of the Cafusa Official Match Ball popped up at various locations throughout Brazil and quickly became the centre of attention for fans. There were two on the famous Copacabana strip and there was a giant ball outside of every stadium at the commercial display.

Giant versions of the adidas Cafusa match ball graced several of the Host Stadiums and proved popular sightseeing attractions.

Captain, My Captain

In Brazil, for the first time, adidas also appointed a Stadium Captain whose responsibilities included placing the Official Kick-Off Ball on the Kick-Off Ball stand prior to collection by the referee as they entered the field of play.

The Stadium Captains are honorary positions that, at the FIFA Confederations Cup Brazil 2013, were awarded to adidas employees and special guests. Samuel Rosa, for instance, is the famous lead singer with the Brazilian rock band Skank and the Belo Horizonte native performed adidas Stadium Captain duties at the Host City's Estadio Mineirao for the game between Japan and Mexico.

After selected matches, which included the semi-final games and the final, adidas retained some of the Cafusa Official Match Balls to use in promotional campaigns throughout the country. The ball was also available for purchase at adidas outlets globally and has proved one of the 'must-have' items of the summer. 

As at all other FIFA events, adidas branding featured comprehensively, including infotainment spots on the giant screens inside the stadiums, perimeter boards, advertisements in the Official Programme, host city dressing, outdoor media and at various press conference locations in the lead-up and during the tournament.

Taking the Lead

Samuel Rosa, lead singer with the famous Brazilian rock band Skank, takes on the Stadium Captain's role in Belo Horizonte.