To anyone with more than a passing knowledge of the fascinating, twisted history of Adidas the idea that it has suddenly discovered its moral compass and taken a stand against the fetid corruption and institutionalised doping in athletics is laughable. This, after all, is the same company that has supplied the ball at every World Cup since 1974 and extended its sponsorship deal with Fifa to 2030 even as corruption allegations brought world football’s discredited governing body to its knees. It is the company that was notably more muted and measured in its language in calling for reform at Fifa HQ, when fellow sponsors belatedly found their voice, and then stayed silent when they called for Sepp Blatter to quit immediately last year. And, more crucially, it was absolutely key in the collision between money, marketing, broadcasting and sport that gave birth to the circus surrounding modern football and the Olympics, and indirectly to the dark heart of bribery and backhanders that infected both. What began as a rivalry with Puma (the other German giant formed as the result of a schism between the original Dassler brothers) at each successive Olympics to ensure their spikes were on the feet of… Read full this story
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