The World Cup in Russia is pouring millions upon millions of dollars into the wallets of FIFA, sponsors, and participating associations. It’s the most expensive world championship yet. We explain who’s profiting from the World Cup and who’s paying.
Instagram stars and blogger are gaining more influence in the running scene. Are social-media-stars replacing professional athletes as advertising media for the running brands? Adidas, Brooks and others provide insight into their marketing strategies.
The world soccer federation FIFA has an (image) problem: Several sponsorship partners still on board in Brazil in 2014 are no longer in on the party for the World Cup in Russia (June 14 to July 15).
Trail running has arrived in the running scene. And other outdoor and endurance athletes are also infected. Experts from Adidas, Salomon and Icebug explain how special communities and new products like different sole profiles make people run in the mountains.
Transferring your brand name into Chinese is not simple. Both Facebook and the Dallas Mavericks have learned that lesson. ISPO.com explains how grave mistakes can be avoided.
Adidas Predator, Nike Magista Obra II or Puma Future: With these shoes, Germany's stars want to crown themselves champions again at the World Cup. An overview of the shoes of all national players.
