Adidas' North American president spoke with David Beckham about the future of soccer.
Beyond its WWC support of teams and players, Adidas’ commitment to soccer includes new deals with teen standout Chloe Ricketts and Mia Bhuta. Through its partnership with the U.S. Soccer Foundation, Adidas is expanding its “Just Ball League,” a free neighborhood program that helps middle schoolers have access to the sport, from New York and Los Angeles to include Miami.
To that end, he wrapped up the media event with a Q&A with another Adidas athlete, the soccer legend David Beckham. As an Inter Miami co-owner, Beckham is not surprisingly eager for Messi’s first MLS game Friday. “This is the moment that this game changes in America. It’s changed over the years, but the eyes of the world are now on Miami, MLS and soccer,” he said.
Interest in Messi and his Adidas Inter Miami jerseys is so strong that Adidas, which has two freestanding stores, opened a pop-up store to help keep up with product demand in Miami. Declining to provide any sales figures, Campbell said that some key retailers had sold out of Messi goods within minutes. To ramp up interest among U.S. employees, Adidas threw a Lionel Messi day in its Portland, Oregon, headquarters, as well as in its distribution center.
Citing factors like Messi’s arrival, the WWC, the Copa América and the Club World Cup being hosted in the U.S., ongoing interest in MLS and the U.S.-bound 2026 FIFA men’s world cup, he said that should translate into growth in the sport and the brand. Adidas has already seen “record-breaking sales” for its WWC kits, Southard said.
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