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Adidas, Twitter support high-school streaming initiative

Sportswear company Adidas has announced a partnership with Twitter that will allow live coverage of high school American football games to be streamed on the social media platform this fall.

The Friday Night Stripes initiative will feature coverage of the top-ranking teams across the US.

At the outset, teams from California, Nevada, Indiana, Georgia and Florida will compete in an eight-game series that will start on September 7 and conclude on November 9.

Adidas said that additional games would be announced through the season.

The coverage, which will be available via the @adidasFballUS account, will be produced by Intersport and supported by professional commentators and special guests.

The initiative has been launched after Twitter unveiled its Live Brand Studio service in April. The service helps brands to develop a media plan to target a specific audience whilst providing dedicated technical support, tools to share clips and real-time analytics.