adidas is expecting record sales of at least 1.5billion euros as a result of the World Cup.
The figure represents an increase of more than 15 per cent compared to 2008 – the last year of record adidas sales in football – and an increase of 25 per cent compared to the 2006 World Cup.
“After the first 10 days it is already clear that this World Cup will be a great success for adidas,” says Herbert Hainer, CEO of adidas AG.
“We will not only achieve our ambitious goals in football, we will overachieve them. Our football business is growing worldwide.”
Hainer adds: “No matter how you look at it, in terms of sales, market share and visibility adidas is and will remain the leading football brand.
“It has become something of a tradition that we further strengthen our market leadership with every tournament.
“Following the German team’s excellent performance in the first game, the sales figures for our football products even match those of Germany’s summer fairytale in 2006.”
The German brand says it’s sold 6.5million replica shirts, more than double the quantity sold during the World Cup in 2006. Best-sellers include Germany, Mexico, South Africa and Argentina, which have all sold over one million units each.
adidas says it’s also on course to sell more footballs in 2010 than ever before. More than 13million of the 20million footballs sold feature the design of the much maligned Jabulani.
