Adidas goes all in for football fans with launch of virtual stadium

DUBAI- Hot on the heels of the launch of adidas’ all in or nothing World Cup campaign, the world’s leading football brand is continuing its commitment to providing an unrivalled tournament experience to sports fans across the region with the launch of the adidas ‘all in arena’. The virtual stadium will unite fans via Twitter, connecting them in real time for all World Cup matches.

Launching exclusively for the MENA region, adidas promises to take fans closer to the action and the glory than ever before by giving them a taste of a World Cup stadium atmosphere accessible on their fingertips – either through their PC, tablet or mobile. adidas all in arena will bring together fans who want to live every second of the action in Brazil regardless of the team they support, the city they live in or the language they speak. In the arena, all that counts is your passion for the game and an ‘all in or nothing’ attitude to give whatever it takes as you support your team in their World Cup battle.

The virtual stadium offers football devotees in the region a chance to be a part of an exclusive online community, united for the 2014 FIFA World Cup Brazil™.  Fans are invited to book their seats in the arena, and join the conversations around any World Cup match, sharing their hopes, dreams and heartache in real-time with fellow supporters. Goals will be contested, skills admired and success celebrated in the arena where fans will come together in their love of football for the game’s showpiece event.

The adidas all in arena is pioneering platform for digital communications in the region, with adidas being the first brand to create a virtual venue where football fans engage in real time around a major sporting event.

Jad Chouman, adidas Brand Director, Middle East and North Africa said,“adidas is proud to be launching the ‘all in arena’ in the Middle East and North Africa. We have some of the most passionate football fans in the world and we wanted to create something especially for them. Football is in our DNA and that means we’re as committed to the players we support as we are to the fans of the sport. This year when we say all in or nothing, we mean it – for everyone. The world’s best players are going all in for their countries to try and make history in Brazil and their fans across the globe are going all in to support them. We’re the first in this region to bring consumers together in this way and what better backdrop than the FIFA World Cup.”

all in arena will become the home of football for fans from the MENA region during the 2014 FIFA World Cup Brazil. The first arena goes live two hours before Brazil meets Croatia at the tournament’s opening match on June 12^th. Registration is now open at www.adidasallinarena.com and just by signing up, fans will be entered into a draw to win tickets to a World Cup quarter final match in Brazil. Throughout the World Cup, adidas will be giving away exclusive merchandise and vouchers to fans in the all in arena.

The virtual stadium is part of adidas’ global all in or nothing campaign. Inspired by the philosophy that no team has ever won the FIFA World Cup™ without giving their all, adidas is using that same passion to connect and unite fans who want to live every single moment of the excitement in Brazil. Fans will be given more access and behind-the-scenes glimpses of the ultimate footballing journey, all housed exclusively online through their digital platforms and available at your fingertips.