Adidas three-stripes ban puts global sponsorship deals at risk
by Drew Barrand Marketing 10 May 2005
Adidas: three-stripes ban by the IOC
LONDON - Adidas' entire global sports sponsorship portfolio is under threat following last week's decision by the International Olympic Committee to restrict the use of the brand's distinctive three-stripe design on apparel.
Marketing has learned that the group of rival manufacturers that lobbied the IOC over the use of Adidas' stripes now plans to approach other sports governing bodies. The group includes Nike, Reebok and Puma.
Insiders have suggested that their case is strong, given the precedent set by the IOC, which ruled that Adidas must limit its branding on apparel to a 20cm2 logo. Adidas will face a multimillion-pound bill if it is forced to restructure its entire portfolio.
Among the sports associations thought to be on the rival manufacturers' hitlist are the IAAF (athletics), Fifa (football), ATP (tennis) and IRB (rugby). At stake are the brand's kit supply deals at events such as the football and rugby World Cups. The action could even stretch to national leagues, affecting UK deals with Chelsea and Newcastle United.
Adidas refused to comment, adding that it would only respond in the event of official action against its current use of the design.
Adidas plans 3 solution to Olympic stripe ban
by Drew Barrand Marketing 8 Nov 2005
Adidas: planning 3 solution to Olympics stripes ban
LONDON - Adidas is to replace its iconic three-stripe design with the number 3 across its product portfolio.
The sportswear brand's three-stripe design was banned by the International Olympic Committee earlier this year, following complaints from rivals that it gave Adidas an unfair advantage over other kit suppliers.
Herbert Hainer, the company's chief executive, told senior executives at an internal meeting last week that it plans "to come up with a creative solution using the number 3". This marks the first time Hainer has publicly accepted the IOC's decision.
The German firm will be restricted to a 20cm2 space for its logo on Olympic athletes' apparel, in line with limits imposed on other companies.
It is unlikely that the '3' design will attempt to circumvent these guidelines, given the close attention the IOC will be paying to Adidas apparel at the Turin Winter Olympics next February.
Hainer would not provide any further details on the overhauled identity, which is likely to be rolled out across the brand's future product lines in the professional athlete and consumer lifestyle markets next year. However, Adidas confirmed that it was exploring the concept.
Following the IOC's decision to limit the use of Adidas' 40-year old three-stripe design, tennis' four governing bodies, including the ATP and WTA, have followed suit; they are enforcing similar branding controls on Adidas apparel at all official tournaments next year.
Other major sports governing bodies are now under pressure to fall into line over the coming months, especially sports that hold Olympic status.
--------------------------------------------------------------------------------------------------------------------------------------
無人知第日會唔會癡到去FIFA/UEFA球衣度....作者: bigfish 時間: 2006-2-8 12:24 AM
