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Document 49 of 67.

Copyright 1998 Information Access Company,
a Thomson Corporation Company;
ASAP
Copyright 1998 Fairchild Publications Inc.
Footwear News

June 8, 1998

SECTION: No. 23, Vol. 54; Pg. 2; ISSN: 0162-914X

IAC-ACC-NO: 20806991

LENGTH: 401 words

HEADLINE: FIRMS KICK OFF SOCCER PROMOS ON WORLD CUP EVE: GRASSROOTS EFFORTS UNDERWAY TO EMPHASIZE COMPANIES' INVOLVEMENT IN GAME; World Cup Soccer '98

BYLINE: Melville, Greg

BODY:
BOSTON -- With the shadow of World Cup '98 -- considered the world's largest sporting event -- looming ever larger, sneaker companies are kicking off grassroots efforts domestically and abroad to promote the game of soccer and their involvement in it.

Most recently, Nike joined three partners to support the U.S. Soccer Federation with a $ 50 million initiative to provide better training for young American soccer players, and Reebok last month launched a global marketing campaign featuring world-class soccer stars wearing the brand's cleats.

The World Cup, to be held in Paris June 10 through July 12, provides an opportunity for shoe companies to gain exposure in the sport, not only among rabid international fans, but among Americans who would not usually watch soccer on television. The largest segment targeted by the companies is youths.

Officials at Adidas America say the World Cup is the most prominent venue for promoting its soccer products.

"By tying the youth aspect to the World Cup, we can show that kids here participate in sports other than basketball, baseball and football," said Travis Gonzolez, a spokesman for Beaverton, Ore., -based Adidas.

The company is sponsoring a 4-on-4 Adidas Cup Tournament, for players under 14 years old, to be held this week in the Adidas Football Park in Paris.

Nike Inc., Beaverton, Ore., is also sponsoring a soccer theme park in Paris, named Nike Park. The company is also sponsoring a youth tournament, called the International Premier Cup, which includes 41 countries.

Nike announced recently that it will be working with the U.S. Soccer Federation, Major League Soccer and sports marketing group IMG in an initiative called Project 2010. The venture is an effort to provide better training for youth players, with the goal of positioning the U.S. to win the men's Cup in 2010.

Reebok International Ltd. is using the interest surrounding the World Cup to promote its DMX Evolution GSC soccer shoe. In a global ad campaign launched at the end of last month, the Stoughton Mass., -based company speculates what would have happened to some of the world's best soccer players if they had decided not to wear the DMX shoe. The campaign, entitled "Other Careers," depicts U.S. star Eric Wynalda as a used-car salesman in California, Danish goalkeeper Peter Schmeichel as a pig farmer and Spanish player Raul as a fisherman.

LANGUAGE: ENGLISH

IAC-CREATE-DATE: June 18, 1998

LOAD-DATE: June 19, 1998