Adidas and Major League Soccer, of which Adidas is the official sponsor, supplier and licensee, has created a different type of partnership: a U.S. soccer marketing campaign called "MLS Represent" that's grounded in contemporary music. The initiative involves each MLS franchise pairing with a band it helped select which, in turn, creates original music and songs for that team. Digital accounts for the core distribution piece of the campaign, whereby fans can download the original music at www.adidas.com/mls, as well as utilize Yahoo!'s "Jump Cut" feature to make their own videos.http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003626874
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