Uli Becker, Adidas' head of global brand marketing explained: "It's the male World Cup, not the female one, therefore messaging is obviously more male-driven. At next year's women's World Cup in China, we'll have our answers to women's football."
He went on to ask: "Have we missed anything by not targeting more toward mom sitting in the room, ot the daughter? No. It's a family activity, and we are actually talking family. I don't think we missed anything."
Ahem. Maybe it's time for the ladies to switch off the adverts and pop in "Bend It Like Beckham" once again.