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Adidas.TV – Getting content to the people

Adidas is hoping to spread its message across the world using its new online branded platform (Adidas.TV). This past Tuesday (2/17) was the soft-launched of the website:

Adidas.TV is designed as a global hub for video content produced by the athletic footwear giant and its partners, and the broadband site boasts channels devoted to specific sports. It also has an “Originals” channel of shorts created by Adidas. The venue aims to begin with a library of 75 videos and quickly ramp up to hundreds. will be available for syndication. 

This sounds great but the biggest question on everyone’s mind is, how is this going to be different than Bud.TV (which was not successful)?

Adidas has two answers:

1) To lure its star endorsers like Dwight Howard (NBA All Star and Orlando Magic player) to counter the marketing might of rival Nike to reach young audiences. Adidas wants to give fans a first-hand experience of All-Star games by showing it through star players’ perspectives.

2) “The point is less about getting people to the site,” said Stein. “It’s more about getting the content to the people.” Bud.TV biggest flaw was the fact that people weren’t allowed to take the content with them. Adidas.TV is allowing visitors to transport video in an Adidas-branded player — whether to a blog or 25 social networking sites the unit integrates with. The player includes a logo at the bottom and links back to Adidas.TV. Users can also create their own Adidas.TV widget that receives frequent content updates.

 So go check out the site and come back to let us know your thoughts!

 For more information, click here for a full article:







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