adidas Brings Music to Major League Soccer Masses

News

13 hometown bands selected to create original songs for each MLS team to engage local fans and build team identity

Last Updated: August 17, 2007 1:10 am GMT
(PORTLAND, OR August 16, 2007) As the official sponsor, supplier and licensee of Major League Soccer, adidas launched today its newest U.S. soccer marketing initiative, MLS Represent.

Produced by adidas, EVB and Rock River Music, MLS Represent pairs each MLS team with a cutting-edge music artist or band from rock, pop, hip-hop, Latin and punk genres to write and record an original song that represents each MLS team and its home city. Team anthems and chants have a longstanding history in soccer around the world and MLS Represent was created to capture this camaraderie and passion inherent in the sport.

MLS Represent is a call to action for all MLS fans, asking them to pick their favorite MLS team and support them via the originally created song by each local artist. Fans have the opportunity to customize music videos online using the anthems mashed-up with MLS footage and can then share their videos with friends and rivals, giving all U.S. soccer fans a new way to "represent" their favorite MLS team.

"Listening to music online ranks as the favorite pastime among America's youth and MLS Represent targets this audience in an effort to spread enthusiasm around the league beyond the traditional soccer fan base" said Antonio Zea, Head of Soccer for adidas America. "We hope that the songs created for each MLS team will become part of the fan experience, as integral and fun as wearing jerseys or watching the game with friends."

The MLS Represent campaign evolved from MLS Mash-Ups, a print and online marketing initiative launched by adidas prior to the 2006 MLS Cup, which paired teams with hometown bands in each MLS city. For every MLS playoff game, a video collage combining in-game footage, sound and photography from the two competing teams were synced together with music videos from the bands, creating a unique 'mash-up' video to highlight the teams competing for the 2006 MLS Cup.

adidas, EVB and Rock River worked closely with each MLS team, their fan clubs and the 13 selected artists to evolve this concept into MLS Represent and develop the most fitting song and lyrics for each team anthem.

"With MLS Represent, we're able to reveal and establish the identity of each MLS team through music, creating a unique environment around Major League Soccer that unites fans with their favorite team, encourages team comradery and invites user participation during and after the games online," said Jason Zada, EVB Executive Creative Director and cofounder.

The anthems for each team will be used in stadium and available for download on the adidas MLS website at http://www.adidas.com/mls

MLS TEAM/BAND
1. Houston Dynamo--Mike Jones
2. New York Red Bulls--The Rapture
3. Toronto FC--Barenaked Ladies
4. Chicago Fire--OK GO
5. DC United--Bad Brains
6. FC Dallas--The Polyphonic Spree
7. Kansas City Wizards--Blackpool Lights
8. Chivas USA--Akwid
9. Real Salt Lake--Meg & Dia
10. Colorado Rapids--Rose Hill Drive
11. LA Galaxy--Kinky
12. Columbus Crew--RJD2
13. New England Revolution--Damone


For more information, please visit http://www.adidas.com/MLS

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