ABSTRACT
High above the Champs Elysées, as if proclaiming its conquest of France ’98, the blue and white banners of Adidas uttered atop the company’s exclusive retreat in the heart of Paris. Mingling with the elite at the Adidas Club, we made small talk, nibbled delicate hors d’oeuvre and quaed Bolly with them in their penthouse suite. We were there to hear the ocial announcement of Adidas’s major sponsorship role in the Women’s World Cup nals, USA 1999.
