The portal will offer mobile users free goal alerts, news, competitions and downloadable content including wallpapers, video and ringtones.
Richard Penderville, Adidas head of global media, said: "The portal we have developed is not waving the Adidas brand in our consumers' face, but rather adding value to their lives by enabling easier and greater access to their passion."
The campaign to promote the portal includes TV, online and mobile advertising.
The online site, produced by mobile marketing agency Inside, will serve local markets in the UK, Germany, Spain, France and Italy, China and the US, with Canada and Chile to follow.
In another first for mobile advertising, Adidas is the first sports brand to advertise on a cost per click basis with O2 in Germany and to place banner ads on the Yahoo! Mobile portal.
The portal is accessible on the web at or by texting Adidas to 88188.
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