Football fans help company increase profits
Adidas has raised its forecast for sales of soccer products in 2012 to a new record of more than 1,6 billion euros ($2 billion) as fans rushed to snap up jerseys from Germany, hotly-tipped in the Euro 2012 tournament, and replica match balls.
The world’s second largest sportswear firm, which also provides the kit for other tournament favourites Spain, had previously forecast sales in the category of above the 1,5 billion euros it achieved in 2010, when soccer’s World Cup championship took place.
Once the clear dominant force in soccer, Adidas is facing increasing competition from Nike, the world’s largest sporting goods company. It said, however, that the Euro 2012 tournament, being held in Poland and Ukraine, had allowed it to snatch market leadership in Poland from Nike this year.
“Adidas can already be sure of defending its title as the most successful football brand in Europe and the world,” Chief Executive Herbert Hainer told journalists in Warsaw on Thursday.
Adidas ups 2012 soccer goal as German jerseys fly
Football fans help company increase profits
Adidas has raised its forecast for sales of soccer products in 2012 to a new record of more than 1,6 billion euros ($2 billion) as fans rushed to snap up jerseys from Germany, hotly-tipped in the Euro 2012 tournament, and replica match balls.
The world’s second largest sportswear firm, which also provides the kit for other tournament favourites Spain, had previously forecast sales in the category of above the 1,5 billion euros it achieved in 2010, when soccer’s World Cup championship took place.
Once the clear dominant force in soccer, Adidas is facing increasing competition from Nike, the world’s largest sporting goods company. It said, however, that the Euro 2012 tournament, being held in Poland and Ukraine, had allowed it to snatch market leadership in Poland from Nike this year.
“Adidas can already be sure of defending its title as the most successful football brand in Europe and the world,” Chief Executive Herbert Hainer told journalists in Warsaw on Thursday.
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