Xbox and adidas get off on right foot

Though Microsoft's X05 event in Amsterdam was heavy on game announcements, the software giant showed that they still mean business. The comapny got its claws into another marketing deal today, when it announced that the Xbox brand has reached an agreement with sporting goods name adidas for a "long-term strategic alliance."

"The alliance between adidas and Xbox reflects the fact that sports, lifestyle, and video games are inextricably linked," said Peter Moore, corporate vice president of worldwide marketing and publishing for Xbox. "Xbox 360 is a place where all three of these elements come together to truly amplify the sport experience. We look forward to working with adidas on this exciting program."

The biggest presence will be felt in adidas retail stores, where Xbox 360 kiosks will be placed. The kiosks, which will spring up at several adidas stores around the world, will give hands-on opportunities for the public to experience the console, likely on high-definition monitors from another of Microsoft's partners, Samsung. Xbox kiosks will also be at several adidas grassroots soccer events.

Xbox will also cross-promote two soccer-related shows from adidas. MTV Goal--Germany 2006, which follows young soccer superstars on a quest to make their national teams, and Goal: The Movie will both be supported by the Xbox brand.

Both brands will also be featured in each other's projects. The Xbox will be featured prominently on the adidas FIFA 2006 World Cup mobile portal, and the adidas brand will be included on Xbox 360 games.