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Industry: Email Alert RSS FeedFIRMS KICK OFF SOCCER PROMOS ON WORLD CUP EVE: GRASSROOTS EFFORTS UNDERWAY TO EMPHASIZE COMPANIES' INVOLVEMENT IN GAME
Footwear News, June, 1998 by MELVILLE, GREG
BOSTON -- With the shadow of World Cup '98 -- considered the world's largest sporting event -- looming ever larger, sneaker companies are kicking off grassroots efforts domestically and abroad to promote the game of soccer and their involvement in it. Most recently, Nike joined three partners to support the U.S.
Soccer Federation with a $50 million initiative to provide better training for young American soccer players, and Reebok last month launched a global marketing campaign featuring world-class soccer stars wearing the brand's cleats. The World Cup, to be held in Paris June 10 through July 12, provides an opportunity for shoe companies to gain exposure in the sport, not only among rabid international fans, but among Americans who would not usually...
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