Adidas recently hosted a special night celebrating soccer in lieu of the 2018 World Cup. Held at The Base LA, the event featured an street soccer competition, jersey customizations, the new Adidas X18+ soccer boot, and even a performance by Rich the Kid. Globally, Adidas tops in soccer sneaker and apparel sales, with a decent lead over its biggest rival Nike.  

Unlike in most countries around the world, soccer isn’t close to being the most popular sport in the United States. Over the years, there’s been efforts to push the sport forward with advocates proclaiming it to be the sport of the future in the US. A Gallup poll released states that 7% of Americans said soccer was their favorite sport to watch (football and basketball were 37% and 11% respectively). However, the future is looking bright. Among those aged 18-34, 11% said soccer was their favorite sport, tying basketball. Of of the biggest hurdles in building favoritism for the real football is attracted top talent to play here. The MLS has been around since 1996, but hasn’t had a prominent representative for its brand. David Beckham did spend some time with the Los Angeles Galaxy, but it was the twilight of his career. People would rather watch the English or Champions Leagues overseas. With the 2018 World Cup underway, ratings for the first round of games has dropped about 44% compared with the last tournament in 2014.

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Rex Pham

Originally from the Bay Area, who then moved to Los Angeles, then out to New York City. NYU Stern MBA c/o 2014. Inspired by the grind of NYC to create something that has value. Lover of all things digital, culture, and brand strategy.

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