Reuters - Video

Edition: U.S. | U.K. | IN | CN

Finance Videos

World Cup puts Adidas on target

Wednesday, June 25, 2014 - 01:53

The German and U.S. soccer teams may benefit from a draw in the World Cup but the world's top sportswear firms aren't quite so keen to share. As Hayley Platt reports Adidas says it's on course for a record sales year thanks to the tournament.

▲ Hide Transcript

View Transcript

Some of the players may not have been on target but Adidas says it's winning when it comes to the World Cup. The German sportswear firm expects to sell more than 8 million World Cup shirts and 14 million Brazuca balls. CEO Herbert Hainer says that will give it record overall sales this year. (SOUNDBITE) (English) ADIDAS CHIEF EXECUTIVE, HERBERT HAINER, SAYING: "What I have seen on the revenues for the first five months, what we have in the books, I definitely can confirm that we will reach the two billion euros for the first time in the history of our company." The World Cup has of course increased demand for shirts, boots and balls - Adidas' Brazuca is the official match ball. But ahead of the tournament U.S. giant Nike - the world's biggest sportswear company - was seen to be muscling in on Adidas' soccer gear dominance. It now kits out 10 of the 32 teams taking part, including hosts Brazil. Adidas only has deals with nine. After problems with previous match balls - this tournament's one also had to be a winner too. That's where Robo-Leg - the official tester - comes in. Harald Koerger is from Adidas's Innovations team. (SOUNDBITE) (German) ADIDAS SENIOR SPORT RESEARCHER INNOVATION TEAM, HARALD KOERGER, SAYING: "Robo Leg was developed to carry out the same move over and over again. You can precisely define the foot's position, and the ball's position with different balls and different shoes. The soccer ball reaches a speed of up to 160km/h which allows us to observe how it spins and its flight path under dry and wet conditions." Adidas has been supplying the World Cup match ball for 44 years. And it will continue to sponsor the competition until 2030 and possibly beyond. Nike is always there on the wing of course But a draw will suit both the German and the U.S. teams when they play each other on Thursday. Perhaps that's the way the two businesses could see it too.

Press CTRL+C (Windows), CMD+C (Mac), or long-press the URL below on your mobile device to copy the code

World Cup puts Adidas on target

Wednesday, June 25, 2014 - 01:53