According to Microsoft both companies will profit from this partnership. There will be demo pods of the Xbox 360 in Adidas shops, and Xbox will have a big part in the MTV program MTV Goal – Germany 2006, that will be broadcasted in November.
Peter Moore, corporate vice president of Worldwide Marketing and Publishing of Xbox said: “The alliance between Adidas and Xbox reflects the fact that sports, lifestyle and video games are inextricably linked. Xbox 360 is a place where all three of these elements come together to truly amplify the sport experience. We look forward to working with Adidas on this exciting program.”
Richard Prenderville, head of Global Media at Adidas, added, “We are really excited by our alliance with Xbox 360. The innovation it is driving is something we believe in at Adidas, and our collaboration will excite an entire audience who loves to game indoors and out.”