Adidas Destroys France’s Infamous World Cup Bus

Wednesday May 28th, 2014


Adidas may have garnered some strong reviews for their recent Damian Lillard commercial, but their marketing game is even stronger overseas.

Also on Extra Mustard: Reporter Congratulates French Tennis Player On Losing A Match; Awkwardness Ensues

To prepare for the World Cup, Adidas conducted a public demolition of the French national soccer team’s team bus. Why? Because that bus was the scene of major controversy during the 2010 World Cup, when the French team, after a loss, rebelled against their coach and sat inside the bus, refusing to play.

It was a moment the French media dubbed the “darkest hour of French football”.

With a new coach (and, hopefully, a new bus) in place, France is looking to excise its demons in a symbolic manner. And what better way to do it than this?





Metro UK
SI Apps
We've Got Apps Too
Get expert analysis, unrivaled access, and the award-winning storytelling only SI can provide—from Peter King, Tom Verducci, Lee Jenkins, Andy Staples, Grant Wahl, and more—delivered straight to you, along with up-to-the-minute news and live scores.