Adidas Announces Record Sales From Brazil
adidas has announced record sales of £1.6 billion of football products following the first 12 days of the World Cup. The brand’s presence and activity around this year’s tournament is considered to have played a huge part in the success.
At a football media event in Herzogenaurach, Herbert Hainer, adidas Group CEO, commented: ‘We will definitely achieve our goal of £1.6 billion in sales in the football category in 2014, once again underlining our outstanding position as the clear number one in football globally. 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.’
As Official Sponsor, Supplier and Licensee of the 2014 FIFA World Cup, adidas is again supplying the official match ball of the tournament and equipping officials, referees, volunteers and ball kids. In addition, nine teams and around 300 players are competing for the World Cup title in Brazil in adidas products.
‘Since November 2013, we have brought to market a constant stream of new, creative football products and concepts for the World Cup,’ explained Markus Baumann, senior vice president, adidas Football. ‘Our products have seen a tremendous response, not only amongst our world-class players but also with football fans around the globe. This year, we will sell more World Cup jerseys than ever before. The official match ball ‘brazuca’, the most tested adidas ball of all time, is a total success in every respect: in terms of visibility, sales, on Twitter and also according to many players who say that brazuca is one of the best balls they have ever played.’
adidas will sell more than eight million jerseys altogether, significantly more than in the year of the 2010 FIFA World Cup in South Africa, when it sold 6.5 million. The Germany jersey is leading the way, with record sales of more than 2 million units, over 30% more than in the previous record year 2006, when the World Cup was staged in Germany and 1.5 million Germany jerseys were sold. The German national team is also becoming increasingly popular internationally. More than half a million jerseys will be sold outside Europe – compared to around 300,000 in 2010.
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 – one million more balls than in 2010, when 13 million balls were sold featuring the Jabulani design.
