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SBD Global/June 25, 2014/World Cup

German Sportswear Brand Adidas Says World Cup To Push Sales To €2B Billion Target

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Adidas' official match ball, the Brazuca, has helped sales.
German sportswear firm Adidas expects to meet its target for 2 billion euros ($2.7 billion) of soccer sales this year as the World Cup fires demand for its shirts, boots and balls, it said on Tuesday.

"I can confirm that we will reach the 2 billion euros for the first time in the history of our company," Adidas Chief Executive Herbert Hainer told a news conference.

Adidas, which has long dominated the market for soccer gear, is facing a challenge from Nike, the world's biggest  ..

German sportswear firm Adidas expects to meet its target for 2 billion euros ($2.7 billion) of soccer sales this year as the World Cup fires demand for its shirts, boots and balls, it said on Tuesday.

"I can confirm that we will reach the 2 billion euros for the first time in the history of our company," Adidas Chief Executive Herbert Hainer told a news conference.

Adidas, which has long dominated the market for soccer gear, is facing a challenge from Nike, the world's biggest  ..

German sportswear firm adidas said that it expects to meet its target for €2B ($2.7B) of football sales this year "as the World Cup fires demand for its shirts, boots and balls," according to Emma Thompson of REUTERS. Adidas CEO Herbert Hainer said, "I can confirm that we will reach the 2 billion euros for the first time in the history of our company." Adidas "is facing a challenge from Nike." While adidas "has supplied the match ball for the World Cup since 1970 and has extended its sponsorship of the competition to 2030, Nike is for the first time kitting out more teams" -- 10 out of 32 finalists -- including hosts and favorites Brazil. Adidas said that "it expected to sell more than 8 million jerseys of the nine national sides it is sponsoring at the World Cup." It also expected to sell more than 14 million replicas of the "Brazuca" official World Cup match ball, a million more than the ball it produced for the '10 competition (REUTERS, 6/24). BLOOMBERG's Jarvis & Ricadela wrote adidas will sell "a third more Germany jerseys" than in '06 when the country hosted the World Cup. Adidas spokesperson Katja Schreiber said, "For the last couple of years, the German team is playing really exciting football." She added that it is reflected in the sales and in more interest from the int'l market. More than 500,000 Germany jerseys will be sold outside of Europe this year (BLOOMBERG, 6/24). In London, John Drayton wrote that to celebrate Lionel Messi's 27th birthday, adidas has made a special pair of boots for the Argentinian players to wear in the match with Nigeria on Wednesday. The new footwear are "a technicolor version" of the adizeroTM f50 Messi boots he is currently wearing (DAILY MAIL, 6/24).
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International Football, Brazil

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