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SBD Global/June 22, 2012/Marketing and Sponsorship

Adidas Ups Sales Goal As Football Regalia Flies Off Shelves

Adidas has raised its football sales forecast to €1.6B ($2B) as fans "rushed to snap up jerseys from Germany, hotly-tipped in the Euro 2012 tournament, and replica match balls," according to Victoria Bryan of REUTERS. Adidas had previously forecast sales in the €1.5B range it achieved in '10 during the World Cup. Adidas CEO Herbert Hainer said, "Adidas can already be sure of defending its title as the most successful football brand in Europe and the world." Adidas has already sold more than 1 million Germany replica shirts, making it "the most popular Euro Cup shirt adidas has ever sold" (REUTERS, 6/21). Bryan also reported that adidas is "not interested" in buying soccer brand Umbro from owner Nike. Hainer said, "We are already the market leader in football, we do not need another brand" (REUTERS, 6/21).
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