Adidas Aiming For Record €2bn Sales In 2014

adidas has revealed it expects to achieve new record sales of €2 billion in the football category in 2014 – a busy year for the brand, an official sponsor, supplier and licensee of the 2014 FIFA World Cup. The German company will also supply the official ball of the tournament and equip officials, referees, volunteers and ball kids.

The company announced their targets at a football media day in Herzogenaurach on Tuesday where Herbert Hainer, CEO of the adidas Group, said: ‘The FIFA World Cup is the perfect stage to showcase our company, our brands and our products. adidas is the clear no. 1 in football globally – in terms of sales, innovative power and brand visibility. Through the World Cup we will once again underline our leading position and share our passion for the game with fans around the world.’

Starting in the second half of 2013, adidas will be launching a constant stream of new and innovative football products for the World Cup. 

Markus Baumann, senior vice president adidas Football, added: ‘We will use the World Cup to prove our great football expertise and to show fans the technological know- how and creativity that adidas consistently delivers at the cutting edge of football, again underlining our leadership in innovation. We create technologies that help players and teams unlock their potential, building products that are the very best for the athletes. For the World Cup, adidas will again be one step ahead.’

With the Confederations Cup and the World Cup creating another strong push, adidas expects continuous and solid double-digit sales growth in Latin America in the years to come.

Football remains a stronghold for the brand, and over the past few months has seen ambassador Lionel Messi awarded the FIFA Ballon d ?Or for the fourth year running, Chelsea FC won an all adidas final in the UEFA Europa League and FC Bayern Munich was recently crowned UEFA Champions League winner.