News Column

Adidas Soccer Sales to Surpass $2 Billion, Chief Executive Says

June 25, 2012

Allan Brettman

Adidas

Adidas expects record soccer sales of more than $2.03 billion this year, thanks in part because this is a year featuring Euro 2012 and the Summer Olympics -- both of which are sponsored by Adidas.

"Adidas can already be sure of defending its title as the most successful football brand in Europe and the world," Chief Executive Herbert Hainer said at a media event in Warsaw today before a Euro 2012 quarterfinal game.

Projected soccer sales this year will surpass the $1.9 billion from the World Cup 2010. In 2008, the year of the last Euro Championship, Adidas soccer sales totaled $1.65 billion.

Adidas this year expects to sell more than 7 million balls in the design of the 'Tango 12,' the official match ball.

Adidas soccer was off to a strong start early in the year, with a 23 percent increase in first quarter sales. Adidas Poland, home of Euro 2012, sales increased 50 percent.

Hainer, responding to a questioner at the media event, made clear Adidas is not interested in buying soccer brand Umbro from owner Nike.

"We are already the market leader in football," the Reuters news service quoted Hainer as saying. "We do not need another brand."

Nike last month put its Cole Haan and Umbro brands up for sale in order to focus on its core brands: Nike, Jordan, Converse and Hurley.



Source: (c)2012 The Oregonian (Portland, Ore.)


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