The 1994 World Cup with Adidas: An Opportunity To Market New Products
Abstract
During my Freshman year I laughed at my Junior and Senior
friends for desperately trying to find the perfect job for their Senior
Individualized Project. It was not until I better understood the
concept of a liberal arts education at Kalamazoo College that I
realized how important this Senior Project really is. Fortunately,
when my Junior year came around, I had a great idea for an
internship. The question was, whether or not this internship existed;
and, if so, would I get it?
I ended up getting this "dream-job" and worked for the sports
manufacturer Adidas as a public relations assistant and office
manager during the 1994 World Cup in the United States. Coming
from a soccer background, I was very excited to be a part of this
prestigious tournament. I was employed through the Adidas
headquarters in Herzogenaurach, Germany. My supervisor, Mr.
Gunter Pfau, was the head of Public Relations for the soccer business
unit. Originally, I was supposed to work during the World Cup, in the
summer of 1994, only, but Mr. Pfau kindly invited me to help at the
launch of some new products in Las Vegas in December of 1993. To
witness the production of this terrific show, which was being held as
a part of the "Final Draw" for the World Cup, was almost interesting
and exciting as the World Cup itself. It also gave me the opportunity
to get to know my future co-workers before the "real" internship.
My World Cup experience lasted from Tuesday, June 17 until
Monday, July 18, 1994. It was undoubtedly the best work experience
of my life. On the first day, the whole Adidas team of about 30 people
met in Chicago for an organizational meeting. The "Operation: World
Cup" was being discussed. The next day, I flew out to Dallas to set up
the Adidas World Cup headquarters at the Four Seasons Resort. I
worked there for four weeks as the assistant to the office manager.
After the second stage of the tournament, we moved the office into
the Ritz-Carlton Huntington in Pasadena. The final games were held
in the Rose Bowl. My own work was not really the most exciting part
.. of the internship, since I was doing regular office work without too
much responsibility. What made my internship so interesting and
unforgettable was watching the work of my supervisors. I learned so
much about promotions and marketing by simply talking and
listening to them. I was fascinated. The highlight of the internship
came on the last day of the World Cup. I had the once-in-a-lifetime
opportunity to watch the World Cup final between Italy and Brazil.
Unfortunately, neither team played for Adidas. This was only one of
nine World Cup games I saw in person. The next day, Monday, July
18, I returned to Kalamazoo as the happiest person alive. I had found
my perfect SIP!