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Adidas bites back: Shoe giant to stop using Suarez for World Cup marketing
July 1, 2014
Adidas announced it will no longer use Uruguay's now-infamous Luis Suarez for any additional World Cup marketing after he bit an Italian defender during a recent game, resulting in a ban by FIFA from all football activities for the next four months. However, the German shoes and sportswear giant is not ending its relationship with the chomping football champ just yet.
“Adidas does not condone Luis Suarez’s recent behavior and we will again be reminding him of the high standards we expect from our players," a company spokeswoman announced. Europe’s largest sportswear manufacturer is taking down its ads for Battle Pack cleats where Suarez is featured baring his enormous teeth. Nor will the company use the star striker in any further marketing material during the rest of the 2014 World Cup.
However, Adidas also said that the larger sponsorship deal with Suarez remains unchanged. "We will discuss all aspects of our future partnership directly with Suarez and his team," the spokeswoman said. This is despite the fact that 27-year old footballer has been involved in three previous biting incidents and banned for one match during the last World Cup.
Adidas currently manufacturers a wide variety of footwear, including running gear, tennis shoes and golf shoes. The company plays an important role in major football event and sponsors dozens of footballers. It has also played a key role in tennis, sponsoring well-known players like Ivan Lendl and Andy Murray.
Meanwhile, coincidentally or not, Uruguay, without Suarez, was eliminated from the World Cup on Saturday.