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Adidas.TV Goes Hulu Route

Portability is key as athletic footwear giant seeks to seed its video content across the Web

The Adidas-branded video service, slated to roll out starting this week, lives at its own Internet hub. But in a nod to the vogue for sharing online content, it is designed to spread Adidas video across the Web.

Adidas.TV is designed as a global hub for video content produced by the athletic footwear giant and its partners, and the broadband site boasts channels devoted to specific sports. It also has an "Originals" channel of shorts created by Adidas. The venue aims to begin with a library of 75 videos and quickly ramp up to hundreds.

"The point is less about getting people to the site," said Stein. "It's more about getting the content to the people."