Introducing ‘The Dugout’ from adidas

The re-invention of the press conference, perhaps? It’s certainly creative.

Throughout the World Cup, ‘The Dugout’, a series of exclusive and interactive shows featuring star names including Brazilian trio Kaka, Cafu and Lucas Moura will be broadcast live from Rio on YouTube. For the first time ever, football fans from around the world will be able to get involved by submitting questions for guests on adidas social platforms, heralding the new age of the virtual press conference.

adidas Brazuca Launch

The innovative shows will bring an audience of millions of football fans closer than ever before to adidas star footballers and legends, providing debate, views and reactions to all the action in Brazil on and off the field. The series of six shows will launch on 12 June and are scheduled to be broadcast over the course of the tournament, with a final show to take place on the eve of the 2014 FIFA World Cup™ Final, 12 July.

Alongside interviews with major names from the world of football and crowd sourced questions from fans, ‘The Dugout’ will include features and behind-the-scenes action with adidas teams and fans in Brazil, adidas product showcases, as well as the chance for fans to win prizes and adidas product.

adidas Brazuca Launch

Rob Hughes, Senior PR Manager, adidas Football said, “’The Dugout is a very exciting concept for adidas, bringing together the best of adidas talent with the reach of YouTube. The broadcasts will allow all football fans around the world to participate in the global conversation surrounding the FIFA World Cup. This youth-magazine-style football show will be fans’ inside view into the tournament, showcasing Brazil at its best with many famous faces and will be a must-watch throughout the competition.”

Lucas Watson, VP, Global Brand Solutions at YouTube said, “The streaming of live adidas shows is another great example of YouTube providing the platform to reach millions of football fans. With the calibre of guests and the accessibility of our broadcasts, the shows will put adidas and YouTube at the heart of the conversation around this summer’s tournament. We know the fans cannot wait until the action begins and this unique content will be an essential part of every football fan’s experience of the 2014 FIFA World Cup Brazil™.”


The new initiative follows on from the collaboration between adidas and Google around the launch of the official adidas advert for the 2014 FIFA World Cup Brazil™. Launched on May 24, the final screen of the advert on YouTube offers a stark and binary choice; an “allin” button, alongside a “nothing” button. Clicking “all in” will connect the user to everything adidas has to offer for the 2014 FIFA World Cup BrazilTM by following all adidas football handles on Twitter. Clicking “nothing” means the user will miss out on adidas content throughout the summer tournament.

So all in all, a fine showcase of how to embrace new media and digital technologies. Innovative eh! I like it!

The first show airs live on the opening day of the tournament, 12 June 2014 at 1000 (BRT) on YouTube and adidas social channels. Here’s where you’d need to go to watch it live.

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