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Marketing Lessons We Can Learn From Adidas

How targeted marketing pushes the company into the spotlight every four years

For decades, Adidas has had exclusive ownership of one of the world’s most important sports items: The official ball used in World Cup matches.

While it’s not the only company with such access—for one, Spaulding has been supplying the NBA with basketballs for decades, and Wilson similarly supplies the official baseball gloves to the MLB—Adidas has a unique position, due to the fact that it redesigns its soccer balls for every World Cup.

Not every ball design works. For example, its Jabulani ball for the 2010 World Cup in South Africa had some physical properties that made it work differently than expected, National Public Radio (NPR) notes. But the company has been willing to change and improve its designs in interesting ways.

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