p10 adidas 6/16/08 12:24 PM Page 10
MARKETING - Sports Business
SGB
www.sgb-sports.com
Sports and Outdoor
adidas score
at Lord's
The historic Long Room saw adidas unveil
their new cricket range. JACK LYNES was at
the launch…
I
f anyone thinks cricket is in the doldrums, it is made of rubber with strips of
certainly time to think again. adidas don’t do flops, webbing. And helmets? Well, surely
and their partnership with the England and Wales not. As to clothing, time has stood
Cricket Board (ECB) announced mid-April in the still for decades. Many times the
historic Long Room at Lords, to the accompaniment retailer has had to assure Mums
of a fast moving professional presentation on screen, coming in to buy their budding
and in the very visible presence of the likes of James batsmen the obligatory ‘whites’ that
Anderson, Ian Bell, Alastair Cook, Tim Ambrose, Ryan shirt, trouser and sweater were
Sidebottom, plus players of England’s women’s squad, actually ‘cream’ and that ‘flannels’
including Isa Guha and Charlotte Edwards, surely were no longer, well, flannel. colours of England and Wales, creating a strong identity.
points to their belief that the game is going places. It So what’s new, apart from the impressive logo? In a Blue is the predominant colour for one day
will inevitably result in more media coverage, more nutshell, the answer is ‘everything’. adidas, whose current Internationals, and a striking red shirt will be worn for 20-
interest at grass roots as well as club level, and, fingers tag line is ‘impossible is nothing’ claim to have put into 20 matches. And a final trio, relates to specific adidas
crossed, some better results. Better results on the field, their efforts an unending supply of Pride, Enthusiasm and technologies. Number One, ForMotion embraces a 3D
whether in tests or twenty-twenty games, by sun or by Passion in their pursuit of the attainment of design and includes extreme stretch
floodlight, quickly filter down to hero worship, team excellence. They promise to ‘deliver today zones permitting the garment to move in
following, and from the retailer’s point of view, what others are waiting for tomorrow’ harmony with the body even when
increased sales. assuring us that the England Test Team will be performing the most strenuous athletic
In a well-rehearsed prelude to the show, an enthusiastic the ‘best equipped in the world.’ Their product manoeuvres.
room full of reporters and photographers were reminded technology promises to aid the player’s No.2 is ClimaCool, which allows body
that anything approaching the equipment that we take so performance, contributing, we were told with vapour to be released preventing sweat
much for granted today was unthinkable in the early days excitement, to a culture of success at all levels forming, and enables the player to stay
of the game. To wear pads, for example, was next to from playground to Test Arena. adidas will dry and give peak performance. And
cheating, only becoming acceptable in 1930. Gloves were link with schools’ cricket initiatives (in which I thirdly , FlowMapping technology
trust retailers will participate) and ECB will which, thanks to radical cuts and again
benefit from every sale. taking advantage of 3D designs, supports
Oh, I hear you sigh, that all sounds and enhances every movement,
remarkably like some clever marketing talk particularly significant when a bowler
but is there any substance to it? Gladly, a runs up, then sprints toward the crease
resounding 'yes'. Players will be more before releasing the ball.
comfortable when playing in the heat, thanks to When all is said and done, adidas cannot guarantee
revolutionary cooler, drier, lighter fabric. Lady players will results on the field. But if confidence is added to talent,
be glad to know that they are no longer to be expected to reassurance to skill, and an ‘impossible is nothing’ can add
wear adjusted men’s garments, but clothing designed to the morale of a team proud to wear the kit, then there’s
from scratch to allow for their vagaries of shape. Cricket is likely to be three cheers for adidas as they embark upon a
now a game dominated by threes. There are the three new innings as partners to ECB. As to retailers who are
stumps at each end. adidas has three stripes (originally intent on making cricket score for them this season,
placed on the side of boots to support, only later hopefully they too will have reason to thank adidas for
becoming perhaps the best of all known trade marks). injecting performance technology into our England
There are the three lions on the ECB logo. There are three Cricket Teams as they enhance their performance with
colours involved in the new kits, starting with the brilliant some record runs at the till.
white with red piping for the Tests, representing the It’s time to play.
10 JUNE 2008
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51