Inside The ADIDAS War Room At The World Cup

Inside The ADIDAS War Room At The World Cup

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What goes down inside the three-story retail space, media centre, tech hub that is the ADIDAS World Cup HQ?


At 5 p.m. on the Fourth of July, forty-odd members of Team Adidas are watching the kick-off of the Colombia vs. Brazil quarterfinal match on three flat screens from Adidas’ real-time marketing hub in Rio de Janeiro.

A fourth screen tracks the most-searched players among the 100 or so World Cup athletes Adidas sponsors; it shows Colombian star James Rodriguez rise to the top of the list.

The war room is located at the Rio headquarters of Flamengo Athletic Club, one of the world’s most popular soccer teams. During the World Cup, the headquarters is home to Posto Adidas, a three-story retail space, media center, tech hub and rooftop VIP space – a gut renovation of an area that previously housed over 4,000 Flamengo trophies collecting dust.

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