Adidas – High Tech World Cup Brand

The World Cup begins this June in South Africa. But recently in Seattle, at the Adidas World Cup Media Day, the brand previewed some hi-tech equipment that will debut at this year’s world-renowned soccer tournament. Science and engineering are brand characteristics for Adidas – part of the DNA that goes into its equipment used by the best football teams in the world.

The official ball of the tournament, the Jabulani, marks the 11th edition of Adidas's FIFA World Cup balls. Jabulani means, "to celebrate" in Zulu, and this ball showcases major advances in football technology. The grip ’n ’groove texture maximizes control, stabilizes flight, and is considered the perfect grip under all conditions. Furthermore, the grip ’n ’groove circles around the entire ball are arranged in an optimal aerodynamic pattern that makes it the most modern and perfectly round Adidas football ever.

"According to the rigorous FIFA specification range for footballs, we have created a ball that is small and heavy allowing for maximum accuracy, perfect grip and exceptionally stable flight," said Thomas Van Schaik, Adidas head of global public relations.

Goalkeeper Petr Cech said, “You can feel the energy coming towards you, like a shot."

Adidas will also create the jerseys for 12 countries, including: host South Africa; European powers Germany, France, and Spain; and Argentina and Mexico. Crisscross straps called TechFit, form a layer of elastic compression that increases a player’s vertical leap, speed, and endurance. According to Adidas, the straps store a player’s energy that would otherwise be lost.
 
And then there are the players’ cleats. One of the fancier shoes is the Predator X (video above). It’s lightweight and has a Powerspine – a small strip that runs the length of the mid-foot area and stabilizes the foot. It helps protect players from injuries such as torn ACLs.

As we say goodbye to the 2010 Winter Olympics and look forward to the World Cup in South Africa, it's going to be fun watching both brands and teams prepare for the next big event.