Being the most popular sport worldwide, football is clearly one of adidas’ key strategic priorities. For over 60 years, adidas has led all major developments in boot, ball and apparel technologies. This dedication to the sport and its close relationships with athletes and teams enabled adidas to become an integral part of the history, the present and the future of football.
Building on its success around major sporting events, the brand strives to increase its leadership position in Football by continuously creating the industry’s top products and fully leveraging its outstanding portfolio of sports marketing partners. Partners include leading football associations (e.g. FIFA, UEFA) and their respective events (FIFA World Cup™, UEFA EURO 2012 & 2016, UEFA Champions League), national federations (e.g. reigning FIFA World Cup™ champion Spain, Germany, Argentina, Russia, Mexico, Japan, Denmark, Greece), leagues (e.g. Major League Soccer in the USA), clubs (e.g. Real Madrid, AC Milan, Chelsea FC, FC Bayern Munich) and individual players (e.g. three-time FIFA World Player of the Year Lionel Messi, Xavi, Thomas Müller, David Villa, Nani, Robin van Persie and David Beckham).