Adidas partners with Twitter to bring high school football games into the 21st Century
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Adidas partners with Twitter to bring high school football games into the 21st Century

Fashionable sports brand Adidas, best known for its sneakers and sports sponsorships, is finding a new way to connect with its consumers on social media: by bringing high school football into the 21st Century. The “football” in question is not “soccer” but American football, and a new partnership with Twitter will see Adidas stream games between “nationally ranked teams” from California, Nevada, Indiana, Georgia and Florida – as well as others.

Adidas’s share price has risen by 8% over the past 30 days

graph 2108 adidas

SOURCE: Yahoo Finance

Adidas might be on to a good thing. According to online tech publication TechCrunch, NFL games have been popular on Twitter – but this will be the first time that high school games will be featured on the site. The games, which will be available on the brand’s Twitter handle @adidasFballUS across both mobile and desktop devices, start on September 7th.

Adidas says that the games will feature commentary from Courtney Lyle (from ESPN and SEC Network) and analysis from Green Bay Packers player A. J. Hawk and YouTube expert Cameroon “Scooter” Magruder. Other guests will, apparently, make occasional appearances.

This move is Adidas’s latest play in an ongoing plan to steal U.S. market share from industry giant Nike – and, for the last couple of years, at least, it’s been going well. But the smaller company can’t get complacent – Nike is still overwhelmingly the market leader on its home turf. Will streaming high school football on social media be a step towards changing that? Only time will tell.


Dominion holds Adidas in its Global Trends Luxury Fund.

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