Adidas promises 'revolution' in new football franchise tease

Adidas has teased its much-anticipated new football boots in a remix video featuring Gareth Bale, Lionel Messi and Bayern coach Pep Guardiola.

Adidas: introducing two all-new franchises
Adidas: introducing two all-new franchises

The brand is set to retire its existing range of football boots, replacing them with the new 'X' and 'Ace' ranges that reflect the brand's new football philosophy. This centres on how there are only two types of modern footballer - the playmaker and the gamechanger - and so only two types of boot.

Speaking during Adidas' first-quarter results last month, CEO Herbert Hainer promised a shift in the company's football marketing with the new launches, with an increased focus on street football.

He said: "These new football franchises will focus on the two most important types of football players – the playmaker and the gamechanger.

"And we will not only go after the athletes on the pitch, but also after the kids that are playing on the streets and in the cages." 

The new boots will be unveiled during the Champions League final in Berlin next week.


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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