Adidas Aiming To Increase Global Soccer Sales With '10 World Cup
adidas said that it expects its worldwide soccer sales to exceed $1.8B next year as "fans purchase jerseys, balls and footwear tied" to the '10 FIFA World Cup in South Africa, according to Holger Elfes of BLOOMBERG NEWS. adidas Chair & CEO Herbert Hainer said that the brand is aiming to "raise its leading share of the global soccer market to more" than the current 34%. The company's shoes and shirts for the World Cup, which kicks off one year from today, "will go on sale in this year's second half." adidas CMO for Sport Performance Products Bernd Wahler said that "tournament marketing will focus on digital channels and on the individual point of sale" (BLOOMBERG NEWS, 6/10). Hainer yesterday said, "I think even in times of crisis, football has the power to draw. In 2010, we'll definitely reach the highest sales level for football sales. We are well-positioned to further extend our market leadership in football again next year." Since next year's World Cup will be the first ever held in Africa, adidas said that it "plans to use the event to present itself to fans on the continent" (AP, 6/10). Meanwhile, Hainer yesterday also confirmed that the company "plans to keep marketing spending stable despite the global downturn, contrasting moves at bigger rival Nike." Hainer said adidas "will continue to spend" about 13% of its annual net sales on marketing initiatives. The brand said that it "sees marketing 'as investment,'" and instead aims to save more than $140M annually by "cutting jobs, closing regional offices and potentially some of its stores" (REUTERS, 6/10).
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