Lunchtime The New Primetime?

Adidas.TV is taking a big risk.

The athletic footwear powerhouse launches its new branded video service this week with the idea that people want to watch something at their desk or on their phone during the noon chow-down.

Adidas.TV is a broadband site with channels for specific sports, as well as original programming created by the company. The global service goes live with 75 videos which will be several hundred over the next few weeks.

Users can also blog or visit the 25 social networking sites associated with an Adidas-brand player.

"The point is less about getting people to the site," said digital exec Daniel Stein. "It's more about getting the content to the people."