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SBD Global/November 8, 2013/Finance
Adidas Projects $2.7B Boost From 2014 World Cup Will Help It Compete With Nike
Published November 8, 2013
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FOOTBALL FOCUS: BLOOMBERG's Julie Cruz reported federation jerseys including Germany, Spain and Argentina "will be released next week and the match ball in December." A Samba range of "brightly colored footwear" to be worn this weekend by players including Barcelona’s Lionel Messi and Real Madrid’s Gareth Bale went on sale Wednesday. The CEO has forecast that football sales will rise to a record €2B ($2.7B) next year. DZ Bank AG analyst Herbert Sturm said the gross profit margin was “surprisingly good.” Sturm: “Third-quarter numbers showed no more negative surprises. We expect a series of positive newsflow in the next months.” In addition to the initial boost to football sales from World Cup merchandise, Hainer said he expects a “solid” fourth quarter for the company’s TaylorMade-Adidas golf business. A "weak golf market" was one of the reasons given by adidas for reducing its '13 profit forecast in September (BLOOMBERG, 11/7).