The deal, part of the partnership with the Beijing Olympics Committee, marks the first time the company has won the rights as the official branded licensee of Olympic games.
The agreement will allow adidas to manufacture and sell products with the adidas logo and the Beijing Olympics mark. "This enables us to show our commitment to more consumers," said Erica Kerner, director of Beijing 2008 Olympics programme, adidas China. "Right now the deal only extends to China but could extend to other markets in the future."
The sports brand unveiled 1,000 shirts, designed with the Olympics 'Five Friendlies' mascots, which embody characteristics of some of China's most popular animals -- the fish, panda, Tibetan antelope and swallow.
The special edition shirts, each featuring a unique number, were presented to athletes, while the number 2008 shirt was handed to the Olympics Committee and others were sold to consumers. "The tee-shirts for consumers sold out very quickly," added Kerner.
In a separate development, adidas has launched its 2006 FIFA World Cup marketing campaign with online game Match Ball Hunting, giving consumers the chance to win tickets to World Cup in Germany. The game requires users to hunt for the match ball on yahoo.com.hk. A series of clues lead users to the ball, with some requiring football knowledge and some needing team work.
The game, accessed at hk.matchballhunt.com, is running until mid-December.
Additional reporting by Amy White
Adidas kicks off Olympics marketing
German sneaker giant adidas has kicked off a marketing campaign on the back of its naming as the official licensee of the 2008 Beijing Olympic Games.
