adidas celebrates 2010 FIFA World Cup™ with a global football tourney, honoring its long-lived New York City tradition.
To commemorate the 2010 FIFA World Cup™, adidas' 9th annual FANATIC soccer tournament in New York City is "going global" with a new name - adiCup, 2010 FIFA World Cup™ edition. A record 28 teams will compete Saturday, May 22nd on the main field at New York's Pier 40, where the event first began eight years ago.
Hosted by adidas, FANATIC was created in 2002 as an immersive experience of soccer and community in New York. adidas sought out an eclectic mix of ‘football’ enthusiasts; an assortment of teams made up of originative activators in the creative scene. From music and media to fashion and hospitality, those involved were hand picked to re-engage the culture in downtown New York with the sport of soccer. Since its inception, FANATIC has grown with every passing year, drawing an abundance of teams vying to compete, and crowds of up to 1,500 soccer ‘fanatics’ and counting. In addition, the tournament was interpreted on a global scale in select cities every four years during FIFA World Cup™, and adiCup was born.
In addition, a special edition adiCup 2010 Consortium pack has been created for each of the host cities, including a soccer jersey, bag and boot in honor of the games. Consortium represents adidas’ top tier footwear concept, focused on exclusive and limited edition product creations, and is distributed through select premium streetwear boutiques worldwide. Featured designs will include a USA pack from UNDFTD x arkitip Magazine, a Japan pack from MASTERPIECE x houyhnhnm, a Germany pack from No74 x Highsnobiety.com, and a UK pack from No6 x EXIT Magazine, all to be released at retail on June 11th. A South Africa Final Pack, “46664" as in the prisoner number of Nelson Mandela, will also be released on July 11th with proceeds benefitting Mandela’s 46664 foundation. 46664 is the global fundraising vehicle for the Mandela charities designed to inspire individual and collective action towards a better world for everyone.