adidas stock already flying off the shelves at Emirates' souvenir shop in Deira

Dubai, UAE, June 07  2006: - With just days to go before the start of the FIFA World Cup, adidas has teamed up with Emirates to offer supporters another chance to get their hands on highly sought after FIFA World Cup merchandise.

The Emirates Souvenir Shop, based at the Emirates Group Headquarters in Deira, is helping impassioned fans to get into the spirit of the competition with a host of adidas FIFA World Cup memorabilia, which has already seen eager fans queuing up to get kitted out.

adidas and Emirates are both official partners of FIFA and see this as the perfect opportunity to offer customers more choice and shopping flexibility, as well as giving fans the opportunity to purchase goods which, as football fever gathers momentum, are becoming increasingly difficult to get hold of.

"Over the last 35 years, ever since adidas became a FIFA partner, we have proved to be a winning team which has helped us to cement and secure our position as the world's leading football brand," said Ellen Peacock, Regional Communication Manager at adidas Emerging Markets (LLC). She added, "Now we have an excellent opportunity to team up with Emirates, another hugely successful partner and together we can provide fans with what they are asking for, and enable them to show their support for their favourite teams".

In addition to the official team shirts, football enthusiasts can also pick up their very own adidas 'Teamgeist' matchball at the store, as well as a range of dual-branded adidas/Fly Emirates FIFA World Cup merchandise. Boutros Boutros, Senior Vice President - Media Relations Sponsorships and Events, Emirates Airline and Group, is urging fans to place their orders quickly.

"We're delighted to be able to offer supporters so many different FIFA World Cup products," he said. "People living in the UAE are incredibly passionate about the 'beautiful game' and they're keen to show their support by wearing the official replica shirts and T-shirts. So far, the biggest request has been for Germany and Argentina jerseys, but with nine of the tournament's biggest names on offer, there really is something for everyone."

As well as acting as official partners in the 2006 FIFA World Cup, both adidas and Emirates have already signed as official partners for the FIFA World Cup in 2010 and 2014.

-Ends-

For further news and information, please visit the recently launched adidas press website at www.press.adidas.com, or contact:
Ellen Peacock
Regional Communication Manager
Tel: +971-4-227 3303
Fax: +971-4-222 6675
Email: ellen.peacock@adidas.ae

Kate Mullen/Sue Parry
ASDA'A Public Relations
Tel: +971-4-3344550
Fax: +971-4-3344556 
Email: s.parry@asdaa.com  / k.mullen@asdaa.com

© Press Release 2006