Inside Adidas’ World Cup Roost
The World Cup is the biggest sporting event on Earth — making it, obviously, the biggest soccer event on Earth. For Adidas — still the world’s most iconic futebol brand despite a furious push from Nike in recent years — this makes the World Cup a rather humongous deal. Adidas sponsors the tournament, and is pulling out all the stops to extend its brand reach, imprint the three stripes in consumers’ minds and generally make Brazil 2014 a smash success. CEO Herbert Hainer says that will give it record overall sales this year. Its efforts start at Adidas Posto, a temporary command center and workspace the company has set up at the headquarters of Clube de Regatas do Flamengo, Brazil’s most popular professional team, which is located in this glamorous ocean-side city and sponsored by Adidas.
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