Wake up and smell the coffee - This exudes creative hotness and marketing savvy. 
Nice job by Carat, adidas and MySpace.  This is a nice blend of overt marketing with
content distribution and user-generated content.

The strength of the
adidas brand and the open-ended nature of its "+10" campaign lends
itself very well to this kind of grassroots effort, and it's good to
see they didn't cut any corners. adidas really nailed every buzz topic
related to new media these days: video shot exclusively for web, asset
downloads, UGC video sweepstakes, blogs, integrating meaningfully with
the MySpace community.

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ON: MySpace + adidas =Hot World Cup Marketing via @jpenabickley