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adidas uses the motto scoring on all fields in its annual report to illustrate the companys potential and its commercial vigour. The background is the recent purchase of Reebok, as well as Germany hosting the FIFA World Cup. The footprint on the cover shows the imprint of a football boot, an indirect reference to Adi Dasslers development of the boot with integral studs, which was the beginning of adidas success story. The main graphic subject is a grid pattern modelled on the digital scoreboard screens in sports stadiums. Graphs, tables and even the Board portrait are graphically linked to the subject of football and a football pitch.