You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Embedded With Adidas' Social Media Team at the World Cup in Rio Striving to Be the Most Talked-About Brand At the Tournament By Julie Ruvolo, Published on July 07, 2014 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.