An integral part of the alliance moving forward will be "a dedicated focus on youth development and programming to help
shape the future of the sport in North America," the partners say. Sounds like the razor blade approach: Sell kids on playing fútbol instead of football and you'll sell more shin guards long
Adidas has been a partner of MLS since the league's inception in 1996, Janoff reports. In 2004, Adidas became the official athletic sponsor and product supplier for MLS, outfitting all league teams and supplying the league's official match ball.