Sporting brand adidas has teamed up with Microsoft’s Xbox in a major international brand cross pollination initiative in the lead up to the anticipated launch of the Xbox 360.
The deal, which will see Xbox set up Kiosks within adidas stores in Australia and throughout the world, and adidas provide loaded content on the new Xboxes, was announced during XO5 an gaming industry reveal held in a “secret location” in Europe this month.
Much of the deal centers around soccer, including joint support for MTV’s series “MTV Goal — Germany 2006” a reality program about 10 talented soccer players’ attempts to make into their national squads and promotional events for “Goal: The Movie”
Xbox will also have kiosks at “grassroots football events” in the lead up to the FIFA 2006 World Cup.
“The alliance between adidas and Xbox reflects the fact that sports, lifestyle and video games are inextricably linked,” said Peter Moore, corporate vice president of worldwide marketing and publishing for Xbox at Microsoft Corp. “Xbox 360 is a place where all three of these elements come together to truly amplify the sport experience. We look forward to working with adidas on this exciting program.”
Richard Prenderville, head of Global Media at adidas, added, “We are really excited by our alliance with Xbox 360. The innovation it is driving is something we believe in at adidas, and our collaboration will excite an entire audience who loves to game indoors and out.”
