adidas

Interview: Kevin Ross

adidas-Soccer Business Manager

February 2, 2005

SoccerLoop.com returns from its January break with an interview with Kevin Ross from adidas. The $150,000,000.00 sponsorship deal between MLS and adidas seems very intriguing for the growth of the sport in this country. Much of the deal was explained in the press conference, however we wanted to see if there were any further details that went unmentioned. Here's how it went:

SoccerLoop: Can we expect to hear any new announcements in the near future regarding the sponsorship deal?

Kevin Ross: During the preliminary years of our 10 year partnership with Major League Soccer, ongoing announcements will be made in regards to new MLS and generation adidas player signings, product innovations and technologies, as well as the latest on adidas sponsored MLS events. In 2005, adidas will have exclusive sponsorship rights to nine of the twelve MLS teams including, DC United, Columbus Crew, Kansas City Wizards, FC Dallas, San Jose Earthquakes, Colorado Rapids, CD Chivas USA, New England Revolution and Real Salt Lake. Beginning in 2006, adidas will become the sponsor of the remaining four League teams, and the official MLS match ball will be also supplied by adidas. Details on the reserve league will be announced throughout 2005. adidas will continue to sponsor the annual MLS Combine and SuperDraft.

SL: Will adidas focus on endorsing more MLS players? If so, who will some of those players be?

KR: We are always looking for the best players both in the U.S. and abroad to bring into Major League Soccer in order to increase the level of play and competition in the League. Partnering with Major League Soccer will facilitate our efforts to stay up to speed with the best current players and young talent. "In the 2005 MLS SuperDraft, fifteen of the first eighteen picks will be adidas endorsed players. Eleven out of those fifteen are members of Generation adidas, including the number one draft pick, Nikolas Besagno, as well as four members of the U-20 National team." (Other adidas players currently in MLS include: Clint Mathis, Danny Szetela, Pablo Mastroeni, Pat Noonan, Chris Klein, Eddie Pope, Cory Gibbs, and Steve Ralston.)

SL: When can fans see their team's new uniform designs for 2005, and when will they be available for purchase?

KR: Each adidas MLS team has their own specific unveiling dates for their new jerseys, and we are working with each franchise individually to meet their local market needs, as well as their community and fan based interests in regards to the timing and launch specifications. In general, the unveiling dates for new MLS team jerseys are in late March. All new MLS jerseys will be available in retail by April 1, 2005.

SL: adidas has always done a good job of giving teams their own uniform design. Will this trend continue? Can fans expect some new and exciting designs?

KR: A top priority in this first year of our partnership with Major League Soccer is to give each team their own identity in the League. We have been working hard with each team to develop unique jersey designs, styles, and colors that the players fans will be able to identify with and truly call their own.

SL: "adidas to expand MLS product offering" Can you explain this in greater detail?

KR: adidas will expand MLS product offering in two ways. Firstly, adidas will increase the MLS product range by merchandising more soccer specific MLS apparel and products. Secondly, the number of distribution channels through which adidas and MLS will merchandise new products will increase. Essentially, in the upcoming years, the variety of MLS product merchandise will increase as well as its availability. Also, adidas will ensure that all MLS apparel and product are featured in major retail outlets across the country.

SL: Why didn't this happen before?

KR: The opportunity for this extensive partnership was never presented before this time, but it provides far-reaching benefits for both Major League soccer and adidas. The MLS is a tremendous league to invest in, and adidas is the only brand that can take it to the next level. We are the two leaders in the United States soccer marketplace, and joining forces will further develop adidas as a soccer brand, as well as raise the profile of the MLS in the world of soccer.

SL: What will adidas do to promote its MLS products during the World Cup?

KR: More in depth details regarding this will be released at a later date, however, there will be a direct link between adidas World Cup products and Major League Soccer merchandise. The World Cup is the most prestigious event in soccer, and there will be cross merchandising between World Cup and MLS products. The MLS will benefit from the high profile of the World Cup and the connection that will tie them together.

SL: There has been mention about partnering with MLS' Soccer United Marketing to promote tours for adidas sponsored clubs around the world. Can we expect to see MLS clubs playing in tournament series type play against the likes of New castle and Real Madrid. If so, when will this take place?

KR: The current relationship that Major League Soccer has with SUM presents the opportunity for adidas to work on increasing the exposure of our global player assets and teams in the U.S. adidas is in the process of working out the details of potential opportunities, and an announcement may follow in the upcoming months.

SL: Will we ever see adidas and MLS work together to sign some world soccer stars to play for MLS clubs and increase the exposure in the final frontier for soccer, the U.S.?

KR: Our principle mission as a soccer brand in the U.S. is to focus on the development of the youth talent here in the U.S. adidas has always supported and sponsored youth teams, clubs, and developmental programs, in an effort to raise the level of soccer in the U.S. Due to the strength of the League over the last three to four years, interest in MLS from an international standpoint has increased dramatically. More international players are looking to come to the U.S. to play in the MLS. However, it is up to each MLS franchise to determine which players they sign and when, and adidas has nothing to do with the international athletes that are signed into the League.

SL: How will adidas affect the reserve league for MLS in 2005 and beyond?

KR: We are highly committed to developing all levels of U.S. soccer from recreational to professional, and are working with Major League Soccer to establish a reserve league. Announcements will be made throughout 2005 as the reserve league begins to formulate.

SL: Will the adidas ESP camp have any affect on the generation adidas program in the future?

KR: The adidas ESP program will continue to operate independently from the MLS. However, the program will continue to promote and identify the best young talent in the U.S. each year. Many adidas ESP players have gone on to the professional ranks since the programs inception in 1997. However, the ESP program was designed to showcase young talent and not to partner with professional leagues and teams.

SL: Is there anything that hasn't been mentioned yet, that might be coming down the pipe in the future plans of this sponsorship agreement?

KR: At this point, all information about the partnership has been disclosed. Official press releases and announcements will follow any new developments in regards to adidas soccer and the MLS.

Interview by: Steven Patton