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ADIDAS GOES ALL IN FOR FOOTBALL FANS WITH LAUNCH OF VIRTUAL STADIUM – ‘all in arena’ launches exclusively for MENA market – – Fans unite to experience 2014 FIFA World Cup Brazil in real time, marking the first brand platform of its kind in the region–
Hot on the heels of the launch of adidas’all in or nothingWorld Cup campaign, the world’s leading football brand is continuing its commitment to providing an unrivalled tournament experience to sports fans across the region with the launch of the adidas‘all in arena’. The virtual stadium will unite fans via Twitter, connecting them in real time for all World Cup matches.
Launching exclusively for the MENA region, adidas promises to take fans closer to the action and the glory than ever before by giving them a taste of a World Cup stadium atmosphere accessible on their fingertips – either through their PC, tablet or mobile.
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Cautiously climbing into unknown near horizontal territory, tensing every muscle to stay close to the wildly overhung rock, I stretched barely reach a chalk daub... “Damn!” it was a bad sloper. I retraced my movements to my last restful stance. Jamming my knees into the rock and letting my head hang down towards the ground, like a bat in its lair. I hung like this for a long time, trying to shake the lactic acid out of my arms. I had no idea where my next piece of protection would be – there were no cracks or obvious places to put gear, just pockets in a near horizontal roof... Ah, welcome to the Grampians!
The Grampians – a low range of gum tree covered mountains, rising out of the flat plains of Victoria, Australia, littered with outcrops of bullet hard orange sandstone.
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a:Every story has a beginning, and this one is no different. On his extended tour of South America, slackliner Lukas Irmler hung his lines higher and more spectacularly than ever before. We got to the roots of this trip. From b to z. Because a was at the beginning.
b:razil192 million inhabitants, the world’s fifth-largest country. Home of carnival, the rainforest, the Amazon, passion and emotion. An emerging economy, a land with many faces, a diverse and handsome society. Now a hotspot for the international slackline community. See g for more.
c:urriculum vitaeCV or résumé. Some CVs focus on academic achievements. Some on records. Some on both. Lukas Irmler has a Bachelor of Science in chemistry, for example. He also holds multiple records in slacklining
d:rivenWere we just talking about records?
  • Mélissa Le Nevé and Ben Rueck on a Boulder Trip through Malawi

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Staring into the inky blackness, the darkness became hypnotic. I sat in a little Suzuki driver’s side, speeding along towards Lake Malawi with Mélissa Le Nevé in the passenger seat beside me. It took a little while to get used to driving on the other side of the road, but by this point I became used to it. It had been a long day of travel; and I was looking at another few hours. The African plains were much larger than I previously had thought. I was reflecting about this when out of the corner of my eye something appeared. At first I thought it was a seat belt light, but upon closer inspection it was actually an indicator that told me I was about to be out of fuel. My stomach dropped. We were still over an hour away from our destination, in the middle of Africa, and I had not seen a petrol station for the last few 100 kilometres.
  • Tudo bem is the attitude you need to get the most out of an intensive bouldering trip to Brazil.

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Tudo bem: two Brazilian-Portuguese words for all eventualities. The phrase is a way of life, a philosophy.Tudo bem is precisely the attitude you need to get the most out of an intensive bouldering trip to the country that hosts the World Soccer Championships.
Tudo Bem means something like “What’s up?” If you are in Brazil, then there is only one cool answer to this question: thumbs up and: “Tudo bem!” That is because tudo bem also means: “Everything is OK!” So it goes like this: Tudo bem? Tudo bem! Everything is OK, brother. Couldn't be better.
The invitation4 January, 2010: the up-and-coming Brazilian climbing star Felipe Camargo had just sent his 3rd repeat of what was probably Brazil’s toughest boulder at that time: O dia santo (8b+) in the São Bento bouldering zone.
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Two climbers from Spain, Dani Moreno and Eduard Marin Garcia, find themselves in Peru facing the most puzzling challenge of their lives on La Esfinge, or The Sphinx. And with a hilarious bet on the line, the stakes could not be any higher.


2-4-0

Edu Marin was sprinting up the last few metres to reach the belay when his partner, Dani Moreno, called up to him from 30 metres below. “Hey, Edu!” shouted Dani, grinning mischievously. “I have a riddle for you! If you get it, the beers are on me tonight! If you don’t, then you pay! So, what do you say?” “A riddle?” Edu shouted back, gasping for air. “You know [cough] that I love [wheeze] riddles. [Gasp] And beer!” "This is serious" said Dani. "OK, what goes on two legs in the morning, four legs at midday and no legs in the evening?
  • Barbara Zangerl, the Boulder Queen has rediscovered herself.

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What do you do if you have planned a nice big project, done it, and then find out to your surprise that there are still plenty of good climbing days left in the year? Take time to chill? Not if your name is Barbara Zangerl.
Originally, completing the Alpine Trilogy was not on her list, but now she is the first woman to have repeated all the Trilogy routes. Three routes that still count as the most difficult in the Alps. Three routes that up until 1994 only four men were able to write in their diaries.
The first ascenders are particularly impressed. "The Boulder Queen has rediscovered herself," says Beat Kammerlander. Thomas Huber agrees: "Babs is one of the greatest in the Alps." Stefan Glowacz goes even further, speculating that she is the protagonist in a new era: "There has been nobody like this since Lynn Hill.
  • Bianco Ridge, Piz Bernina, Graubünden, Switzerland

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THE SCENARIO
High above the valley floor, appearing to float in the heavens, illuminated by a golden-pink alpine glow, elegantly curving its way towards the summit of Piz Bernina - Bianco Ridge has been created to be admired and then climbed. In other words: whoever sets eyes on the Bianco Ridge wants to get up there and do it.The challenge was doing the Bianco Ridge in winter and have one of the most awe-inspiring routes in the Alps all to ourselves - something that many dream of but only few manage to experience.And yet the strategy for the Bianco Ridge is so straightforward: go when nobody else is there. And that‘s exactly what Toni Mosshammer and David Kreiner did.

THE REALITY
It is only in exceptional cases that you can enjoy the Bianco Ridge in solitude.
Little Performers
Off to a great start
As a parent, your child’s health comes second to none. It is for us, too. At adidas, we are committed to the lifelong care of your little ones’ feet – from crawling, walking, jumping and running to fulfilling their biggest dreams.
The first step to healthy feet
We count on our feet to carry us throughout our lives. So proper development is essential. While going barefoot is best, it’s rarely possible in today’s environment. And finding the correct shoes for your child’s various development stages can be a difficult task. Did you know that 70 % of foot problems come from wearing the wrong shoes? And the majority is already caused during childhood? So it is important to make your child’s first steps healthy ones.
  • Located in Rabat, the new brand store commands a huge floor space of 500 sqm

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adidas, one of the global leaders in the sporting goods industry, opened its largest brand store in Africa in partnership with Planet Sport as part of an aggressive expansion plan in Morocco and Africa. Located in Rabat at Square Boulevard Fal Ould Ommeir and street Abou Bakr Seddik - Agdal - Rabat, the new brand store has been months in the making and commands a floor space of 500 square meters. Housing both adidas’ Performance and Originals ranges, it will ensure the capital’s passionate sports fans and street-style lovers get the right products to perform in - and look - their best.
adidas currently has more than 50 stores across Africa, with three being in Morocco. Since 2010, adidas and Planet Sport have been strategic partners and together they plan to collaborate further to open more stores in the coming years.
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