adidas and SMARTRAC: Smart Products that Make a Hot Brand Even Hotter When adidas presented Telstar 18, the Official Match Ball for the upcoming 2018 FIFA World Cup Russia in early November 2017, it introduced the first- ever match ball to feature an embedded NFC tag – SMARTRAC’s CIRCUS FLEX. That announcement is the perfect opportunity for SMARTRAC to explain how it has become a strong partner in supporting adidas’ NFC- related activities. As a company, adidas owns one of world’s most iconic brands and, despite its great reputation, works tirelessly in a very competitive arena to continuously evolve that brand through design and innovation. That’s why the sports apparel giant has entered the new territory of making its products smart through Near- Field Communication (NFC) – with the supp

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