Adidas Confident in Reaching Soccer Sales Target after World Cup Surge

With high demand coming from the World Cup, German sports apparel giant adidas believes it will reach its target of $2.7 billion (2bn euros) in soccer sales this year.

Demand for World Cup related products have resulted in adidas selling a huge amount of its shirts, boots and balls, it said on Tuesday.

adidas is in competition with fellow sports apprel brand Nike during the competition but should have the upper hand as its an official sponsor of the tournament until 2030.

“We will definitely achieve our goal of 2 billion euros in sales in the football category in 2014, once again underlining our outstanding position as the clear number one in football globally,” adidas Chief Executive Herbert Hainer said.

“The brand’s presence on the field of play and all around the tournament in Brazil as well as the success of our marketing campaign in social media worldwide is clear proof that adidas is and will remain the leading football brand.”

adidas said it expected to sell more than 8 million jerseys of the nine national sides it is sponsoring at the World Cup, including more than 2 million of the Germany jersey, with more than half a million of those sold outside Europe.

Further bestsellers are the Argentina, Mexico, Spain and Colombia jerseys, with sales of one million units or more each. In addition, adidas will sell more than 14 million footballs in the design of the brazuca, the Official Match Ball of the FIFA World Cup™ — one million more balls than in the year of the 2010 World Cup (with 13 million balls sold featuring the Jabulani design).

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