Despite sponsoring Chelski, adidas does do a lot of good stuff including adidas.tv. For me, streaming content with easy upload to the major social utilities is the way to go. A few photos and a caption just don’t cut the mustard any more. There’s a good level of branding throughout this site plus behind-the-scenes looks at adidas-sponsored players like Richie McCaw. One thing that did cross my mind though was how adidas promoted it. I’m a sports nut living in a country where the national team is sponsored by the mega brand, yet I’d never heard of this site before now. Are there messages on swing tags? Banners at adidas-sponsored events?