| BERLIN, July 14
BERLIN, July 14 A new German football shirt
bearing four stars for Germany's four World Cup wins had sold
out on Monday within hours of the team's triumph in Brazil -
showing the kind of boost retailers can expect from the
feel-good factor among fans in coming days.
The German team snatched victory against Argentina late on
Sunday with a goal in extra time in Rio de Janeiro. It was the
first time Germany has been champion in the soccer tournament
since the country reunified in late 1990.
German sportswear maker Adidas is already seeing
the benefits, with customers flocking to its Frankfurt store on
Monday in a bid to get one of the new white shirts, which cost
84.95 euros. Adidas had made a small batch ahead of the final in
case Germany won.
Andre Langer was one of the customers lucky enough to get
his hands on a replica of the number '19' shirt worn by Mario
Goetze, who scored the winning goal.
"My son will get this shirt - which of course has four stars
on it - for his 18th birthday. He's one-year-old now," he said.
On Monday morning Adidas' website was already displaying a
"sold out" sign next to the new shirts. The company said it
would fly in new ones from China to meet the urgent demand.
Adidas shares ended the day up 2.85 percent and a
spokeswoman said Germany's win would give the company "a small
Werner Haizmann, head of Germany's VDS sports retailers'
association, said the old shirts almost completely sold out in
the last days before the final and sports retailers could expect
good business after the summer holidays due to World Cup fever.
Retail associations and economists say jubilation at the win
could help boost consumer morale in Germany, which is already at
its highest level in more than 7-1/2 years, even if only in the
"It's the icing on the cake for what's already a good
consumer mood," said Kai Falk, spokesman for Germany's HDE
Rolf Buerkl, an analyst at GfK market research institute,
said the general mood in Germany would likely improve but added
that he did not expect the consumer climate index for August to
rise significantly, given that it is already at a high level.
Volker Treier, deputy head of the DIHK chamber of industry
and commerce, said the World Cup was "a great success for the
German economy" and had already brought in orders worth more
than 2 billion euros - mostly in infrastructure.
(Additional reporting by Gernot Heller and Reuters TV; Writing
by Michelle Martin; Editing by Stephen Brown)