Dedication and commitment
Stretching back to 1970, FIFA and adidas have one of the longest and most successful partnerships in modern sports marketing history. Indeed, an extension of their long-term partnership was recently agreed, granting adidas the Official Partner, Supplier and Licensee rights for the FIFA World Cup™ and all FIFA events until 2030.
adidas will continue to supply the Official Match Ball of the FIFA World Cup™ and provide unique uniforms for thousands of volunteers. In addition, a wide range of adidas/FIFA World Cup™ licensed products will be on sale worldwide. adidas also secured similar rights to all other FIFA tournaments during this time period, including the FIFA Women's World Cup™ and the FIFA U-20 World Cup.
The adidas “all in or nothing” campaign was a global sensation in the lead-up and during the 2014 FIFA World Cup Brazil™ with a multi-stranded strategy, the biggest in the company’s history, that harnessed some of the game’s most iconic names as well as original music from the likes of Kanye West.
A global television and print campaign was supplemented with dedicated YouTube videos, light shows in Rio de Janeiro in support of the brazuca launch, and even a new ad featuring an all-star cast of footballing legends.
House Match, with City of God director Fernando Meirelles in the chair, saw Lucas Moura, Zinedine Zidane and Real Madrid’s Gareth Bale start an impromptu kick-about game inside David Beckham’s “house” – nothing was out of bounds as sofas, walls and chandeliers all took punishment from some of the most skilled footballers the world has ever seen.
Kanye West provided the musical backdrop to an adidas TV spot, entitled The Dream and featuring Leo Messi. The Dream, which ended by challenging viewers to choose “all in or nothing”, was a YouTube sensation, viewed close to 39 Million times by the time we went to press.
Live from the dugout
adidas utilised its YouTube channel to present a series of programmes throughout the tournament. The Dugout featured live shows broadcast from Rio and starring Brazilian football stars Kaka, Cafu and Lucas Moura – one episode also featured special guest David Beckham.
Football fans submitted questions for guests via adidas’ social media platforms, giving them an experience of access normally limited to journalists.
Meet the teams
Leo Messi is just one of a host of sporting and cultural icons associated with adidas and he, like adidas players Oscar, James Rodriguez, Bastian Schweinsteiger, Thomas Müller, Robin van Persie and Arjen Robben, departed Brazil knowing they had made a huge contribution to what many are calling the best FIFA World Cup™ of all time.
adidas-backed teams also left an indelible mark on the tournament. Nine international sides wore the iconic three stripes with pride, including finalists Argentina and Germany.
All in with adidas were: Argentina, Bosnia and Herzegovina, Colombia, Germany, Japan, Mexico, Nigeria, Russia and Spain.
brazuca hits the target
The adidas brazuca, Official Match Ball for the 2014 FIFA World Cup Brazil™, was a tournament sensation, receiving overwhelmingly positive feedback from the world’s best footballers.
adidas took a first-person approach to marketing brazuca that resonated with fans everywhere – in addition to a web presence announcing “I am brazuca, centre of the FIFA World Cup™,” an official Twitter account (@brazuca) garnered 3.4 Million followers and the timeline was filled with light-hearted and informative tweets and pictures.
brazuca went through a thorough testing process over a two and a half year period prior to the 2014 FIFA World Cup Brazil™, involving more than 600 of the world’s top players and 30 teams in ten countries across three continents – brazuca is the most tested ball ever by adidas.
Used brazuca official match balls collected from the 64 games were highly sought after and were utilised as prizes and gifts in a wide variety of competitions and activations.
adidas Youth Programme
The FIFA Fair Play Flag Bearers, selected by adidas, were responsible for carrying the yellow and blue FIFA Fair Play flag onto the field of play during the pre-game line-up ceremonies.
Recruitment of 384 flag bearers was a huge task and adidas employed a variety of methods to ensure as many deserving youngsters as possible from around the world had a chance of securing a spot, either through adidas’ own retail outlets, via social media or through local NGO partnerships.
Captain, our captain
For the first time at a FIFA World Cup™, the role of the adidas Stadium Captain was introduced. adidas selected individuals as the Stadium Captain for each match. Their responsibilities included placing the adidas brazuca Official Match Ball onto the plinth for collection by the referee prior to kick-off.
Almost everyone involved with the successful staging of the 2014 FIFA World Cup Brazil™ – from Leo Messi to the volunteers working tirelessly behind the scenes- were kitted out with adidas apparel.
Ball crews all received adidas bags, shoes, socks, shorts, pants, jersey, track top and cap, while an equally comprehensive selection of clothing went to the National Flag Bearers, the FIFA Flag Bearers, FIFA Fair Play Flag Bearers and the Players 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 many thousands of volunteers in Brazil, meanwhile, all sported caps, socks, T-shirts, rain jackets, tracktops, zip-off pants and running shoes. They all received an adidas backpack, compliments of Johnson & Johnson. In addition, Organising Committee (OC) members and FIFA Officials received adidas clothing.
Although football is the world’s favourite team game, it is important to acknowledge the extraordinary achievements of individual players. adidas awards have become an integral part of all FIFA tournaments.
At the 2014 FIFA World Cup Brazil™, Argentina’s Leo Messi, Colombia’s James Rodriguez and Manuel Neuer from Germany were awarded the adidas Golden Ball Award, the adidas Golden Boot Award and the adidas Golden Glove Award respectively.