How adidas crashed the NFL Scouting Combine

This event report outlines how adidas, the sporting-goods group, has successfully "crashed" the NFL Scouting Combine, an annual try out for aspiring football stars, in each of the last four years.

How adidas crashed the NFL Scouting Combine

Stephen WhitesideWarc

The 40-yard dash is a do-or-die test at the NFL Scouting Combine – a seven-day gathering where the National Football League teams put top collegiate prospects through a rigorous series of fitness tests.

Just as the aspiring stars compete against the clock to build their personal brands, major sports marketers are battling for the attention of football fans. Under Armour, the Combine's official sponsor since 2009, enjoys a head start. But, over the last four years, adidas has made a mark by offering financial rewards to the fastest 40-yard sprinters...

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