The Nation Newspaper

Tag: Adidas

  • Kanye West, adidas make history with transformative new partnership

    Kanye West, adidas make history with transformative new partnership

    • Most Significant Partnership Ever Created Between an Athletic Brand and a Non-Athlete

    German multinational corporation, adidas has announced the cementing of its long-term relationship with the creative pioneer Kanye West in the launch of adidas + KANYE WEST, a YEEZY branded entity creating footwear, apparel and accessories for all genders across streets and sport.

    Recognizing the influence, success and global brand power that began almost two years ago with YEEZY for adidas Originals, the unprecedented new alliance makes history as the most significant partnership ever created between a non-athlete and an athletic brand. It will redefine the future, uniting adidas’ technical, innovative expertise and capabilities with the visionary imagination of West.

    Together with Kanye West, a dedicated adidas team will lead the development and creation of all YEEZY products. Led from adidas’ Portland headquarters the team will manage and oversee the collaboration to assure its continued success globally. The expansion plan includes retail stores that will serve as distinct hubs for adidas and West developed YEEZY product.

    Furthermore, adidas + KANYE WEST will extend beyond its current lifestyle focus, with the introduction of performance-intended designs, consequently offering options for both sport and street.

    West said: “These past two years adidas and YEEZY have given a glimpse into our future. This partnership illustrates that anyone with a dream can dream without limitations.”

    “Kanye is a true creator who has the ability to see things others don’t. We are excited and honored to build on this partnership, and eagerly look forward to defining the future together,” commented Eric Liedtke, adidas Group Executive Board Member, responsible for Global Brands. “With adidas + KANYE WEST we are exploring new territories by opening up the sports world to Kanye’s creativity. This is what adidas has always been about, empowering creators to create the new.”

    Today’s announcement is the latest in a series of landmark achievements made by the German sports innovator and the globally influential artist. In February 2015, the presentation of YEEZY SEASON 1 rewrote the template of the modern fashion show, uniting style, music, celebrity, social media, and contemporary art to create a vibrant spectacle of creative expression. YEEZY SEASON 1 established West and adidas as powerful partners.

    At the same time the YEEZY BOOST 750 set off a global consumer sensation, serving as the first product drop born of the collaboration between adidas and West. Composed with adidas BOOST™ cushioning technology, the model combines the ultimate in comfort and performance with high-end style.

    As a follow-up, West and adidas launched the YEEZY BOOST 350, which went on to become one of the most sought-after and fastest-selling footwear models in history. The low-top model unites a BOOST™ cushioning sole and adidas’ Primeknit material with West’s pioneering aesthetic. The resulting design led to a consumer frenzy, followed by unprecedented sales and, last December, a Footwear News award for 2015 Shoe of the Year.

    Now, as long-term partners, West and adidas remain excited to reveal the next chapter of their collaboration.

  • Peter Okoye is Adidas ambassador

    Peter Okoye is Adidas ambassador

    BARELY a year after he was made brand ambassador of Olympic milk, Peter Okoye of the Psquare fame has just signed another deal as the ambassador for international designer, Adidas.

    The singer made the announcement Tuesday, via his Instagram page where he shared picture of the signing ceremony. He wrote:  “Signed and Sealed. Meet your latest Adidas ambassador moi… Love great stuffs and I roll with the Best. #Go2Rounds with me at adidas stores. Buy 1 get 1 free on adidas footwear.”

    It will be recalled that telecommunications operator, Globacom, in August announced its sponsorship of a new reality television competition, ‘Dance with Peter’, anchored by the singer whose group is also known for its dance expertise.

    Dance with Peter, which is currently running is intended by the organisers, to discover the best dancer in West Africa.

  • Police raid German soccer HQ over World Cup payment

    Police raided the Frankfurt headquarters of Germany’s football association (DFB) on Tuesday and searched the homes of officials to investigate claims of tax evasion linked to the awarding of the 2006 World Cup, prosecutors said.

    The raids, which deployed more than 50 officials, focused on 6.7 million euros ($7.4 million) the DFB transferred to world soccer’s governing body FIFA in 2005., Reuters reported.

    Prosecutors said they suspected senior officials at the association of failing to register the payment properly in tax returns.

    According to a mid-October report in magazine Der Spiegel, the money was used to buy votes for Germany’s successful World Cup bid.

    The DFB has strongly denied the claims it bought the 2006 tournament. Repeatedly contacted by Reuters, it declined to comment on Tuesday’s raid.

    DFB President Wolfgang Niersbach, his predecessor Theo Zwanziger and the association’s former General Secretary Horst Schmidt are suspected of tax evasion over the payment, prosecutors said in a statement.

    The report in Der Spiegel alleged that deceased Adidas CEO Robert Louis-Dreyfus loaned the money to the German bid committee to buy votes at the FIFA election, which took place in 2000. Germany won by a single vote from South Africa.

    The DFB returned the same sum to Louis-Dreyfus via FIFA in 2005, the magazine said.

    Adidas, a major sponsor of the DFB, declined to comment on the raids.

  • AFCON failure: Nigeria loses Adidas kit sponsor

    AFCON failure: Nigeria loses Adidas kit sponsor

    The woes of the Nigeria national team has gotten worse after German manufacturers, Adidas, decided not to renew its kit sponsorship deal with the Super Eagles.

    About four months back, Adidas complained that Nigeria’s coach and some players violated contractual obligations by wearing a rival’s kit at major events.

    And now the team has lost a deal worth $7m-a-year, which is likely to increase problems for the cash-strapped team.

    Nigeria’s Football Federation readily admitted finding a new sponsor will be hard if Adidas refuses to reverse the decision to terminate the deal.

    The Super Eagles had endured a difficult year, with problems both on and off the pitch damaging their reputation and results.

    As well as being penalised by FIFA for government’s interference in football matters, Nigeria will not defend its Africa Cup of Nations title at next year’s finals in Equatorial Guinea, after finishing third in a qualifying group comprising South Africa, Congo and Sudan.

    A top official of the NFF told BBC Sport that major sportswear companies are not interested in becoming the country’s new kit supplier.

    But NFF spokesman, Ademola Olajire, said the body is negotiating with other manufacturers or may still salvage a deal with Adidas.

    “We currently are in discussions with multiple parties regarding our kit situation,” Olajire told BBC Sport. “Despite receiving a notification letter from Adidas initially, we remain confident they could still reconsider their position.”

     

  • Adidas terminates NFF contract

    Adidas terminates NFF contract

    One of the world’s biggest sports kit makers, Adidas Group, will end its partnership with the Nigeria Football Federation (NFF) this year, supersport.com can report.

    The contract between Adidas and the NFF runs out this year and the former has stated that it will not renew its relationship with the football federation.

    “I can confirm that Adidas has decided not to renew the contract with the NFF and we wish them all the best for the future,” Public Relations Manager, Adidas SA, Gugu Ntuli, told supersport.com on Friday.

    However, supersport.com can also confirm that a letter dated August 12, 2014 signed by Adidas Vice President, Global Sports Marketing Football, Claus-Peter Mayer and Marketing Manager Federations and Leagues, Kai-Philipp Stief and addressed to the NFF, stated it will not extend the existing contract once it elapses on the last day of December.

    “Adidas has conducted an analysis of its football partnership and related business. Based on this evaluation and in combination with the recent correspondence between the parties we regret to inform you that Adidas has decided not to extend its current partnership with the Nigeria Football Federation as per the end of the agreement (i.e. 31 December 2014),” Adidas informed in its letter.

    Adidas, however assured the NFF of its faithfulness to serve off the terms of existing contract.

    “Adidas will continue to fulfill its obligations under the agreement as previously communicated and respectfully request the Nigeria Football Federation to do the same for the remainder of the contract period (including the obligation to share any third party offer pursuant to Adidas’ right of first refusal),” the sports kit manufacturing organisation stated.

  • Adidas congratulates Super Eagles at formal launch in Nigeria

    Adidas congratulates Super Eagles at formal launch in Nigeria

    As part of its strategic growth plan into Nigeria, leading sports and lifestyle brand and Super Eagles technical sponsor, adidas has formally launched its operations and also celebrated its one year anniversary in Nigeria, minutes before the country qualified for her fifth World Cup appearance coming up in Brazil next year.

    Speaking at the event, Senior Business Development Manager, Adidas, South Africa, Astruds Meintjes explained that the brand has enjoyed unrivalled success in the country due to its strategic partnership with the Super Eagles.

    “All this shows the excellent value that we are creating by consistently pursuing our strategic business plan to grow the brand in emerging markets like Nigeria,” said Meintjes. “Undoubtedly, we have learnt valuable lessons that will be beneficial to our consumers as we expand our stores to Lekki and Kano in December, and the rest of the country’s major cities in due course.”

    “I must also congratulate the Super Eagles for putting up a convincing display and earned for the country well deserved fifth FIFA World Cup qualifications. On behalf of adidas, I congratulate Nigerians, the Super Eagles, Stephen Keshi and the whole team.” Meintjes added.

    Earlier in his welcome remarks, Managing Director of Mopheth Sport Nigeria Limited, Adekunle Oyegade shared his delight at Mopheth Sport’s partnership with the adidas global brand that is associated with excellence, innovation, quality, passion and performance.

    “Adidas is an aspirational brand and our presence in the Nigerian market is to fulfill the aspiration of the Nigerian consumers’ quest for authentic and quality products. Our experience in the last one year has been exciting and encouraging,” he stated.

    Speaking further, Oyegade noted that: “Today is unique for two reasons; one the Nigerian National team qualified for the 2014 World Cup in Brazil and secondly, we are formally launching the Adidas brand in Nigeria, and we are glad you made out time to be with us on this day, both for National pride and to associate with two winning brands like adidas and the Super Eagles.”

    Adidas currently operates from two locations in Lagos and Abuja. The Lekki and Kano branches are expected to open shop in December 2013.

    Before October 2012, Adidas had enjoyed a strong presence in Nigeria through the sponsorship of the Super Eagles. The formal launch and plans to open other outlets in Lekki and Kano was both part of its strategic growth plan into Nigeria and an indication of brand acceptance among Nigerians.

    Activities that marked the launch included a guided tour of the adidas store, a talk through the painstaking quality-conscious production processes that every Adidas product goes through, as well as a raffle draw during which prizes including Original footballs, signed Super Eagles jersey and a winner to the UEFA Champions League game at Stamford Bridge, London.. Also there was fashion show, with models adorning adidas products on the runway, to the admiration of the invited guests.