Adidas Goes All-Access for the World Cup

Adidas Goes All-Access for the World
The World Cup’s official soccer ball, by Adidas.

With the World Cup now underway, Adidas said it’s ramping up its marketing strategy across digital platforms.

“This is the largest, holistic product and marketing offensive we’ve ever had in soccer with our mix of innovations, marketing (multi-platform campaign across TV, print, OOH, online, mobile, retail) and visibility,” said Lia Vakoutis, head of digital at Adidas America. “We’re giving soccer fans more access and insights into teams and players this year than anyone has ever done.”

From pre-game rituals and tunnel walks to team huddles and battle cries, the German brand is focusing on an all-access approach to athletics.

Vakoutis said the brand’s newly launched “Dugout” will connect fans with their favorite players through live interviews, product reviews and behind-the-scenes moments with Adidas’ roster of athletes.

Behind the #allin call on Twitter and Facebook, Adidas is rallying viewers to get behind what it hopes will be the most “shared” Cup thus far.