Adidas 1997 Annual Report Download - page 22

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20
US Open Champion Ernie
Els is symbol on the links
This two-time US Open win-
ner has recently signed a
multi-year deal to endorse
adidas shoes and apparel, to
accompany him as he plays
with Taylor Made clubs.
The tradition of providing per-
formance-enhancing products
to athletes and teams traces
its beginnings to Adi Dassler,
who made sports shoes for
champions. Over the years,
adidas has broadened that
proud heritage to a wide
range of sports. In 1997, the
connection between adidas
and top-level sport was fur-
ther enhanced.
FIFA and UEFA agree to
new partnerships
Our objective to become the
best sports brand in the world
is built on a foundation of soc-
cer. In 1997, we strengthened
the relationship with the key
organizations by extending
our contract with each. This
adds a multitude of programs
to the already significant World
Cup France '98 sponsorship.
This will ensure that adidas
remains the world leader in
soccer, with the help of such
stars as Zinedine Zidane of
France.
adidas joins forces with
the National Football
League ...
In 1997, the brand joined the
exclusive roster of NFL Pro
Line licensees, thus gaining a
foothold in this highly-popular
US sport. This gives us access
for our products to the field of
play and includes an outfitting
agreement with the Tampa
Bay Buccaneers.
... strengthens partnership
with the NBA ...
Adding to an existing uniform
rights and media agreement,
adidas signed a licensing
package and a marketing
partnership with the NBA and
the new WNBA. This strength-
ens adidas’ credibility in this
key sport.
... and plays ball with the
New York Yankees
In line with the endorsement
philosophy of joining forces
with the biggest symbols in
sports, adidas signed the
legendary baseball team. The
sponsorship and licensing
agreement provides for joint
marketing activities with one
of the biggest names in sports.
Zinedine Zidane aims to lead France to the
top of world soccer in 1998
ZINEDINE’S REVOLUTIONARY
EQUIPMENT PREDATOR
ACCELERATOR FEET YOU
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