This is a 15 per cent increase on 2008, its previous record year for football products sales, when it made €1.3 billion from the business sector. In the previous World Cup year, 2006, adidas made €1.2 billion worth of football related sales.
“After the first ten days it is already clear that this World Cup will be a great success for adidas,” said Herbert Hainer, CEO of adidas AG. “We will not only achieve our ambitious goals in football, we will over-achieve them. Our football business is growing worldwide. This underlines the global power this tournament has.”
The company has sold 6.5 million replica kits so far this year, compared to 3 million at the same point in 2006.
