Adidas expects to be a €2.5bn winner with Euro 2016 sales
Adidas expects sales of football boots, shirts and balls to rise 14pc to a new record of €2.5bn in 2016, helped by reclaiming leadership of top European markets for soccer footwear from arch rival Nike.
Germany's Adidas has long been the world's top football brand, but it was overtaken in the market for boots in 2014, prompting Adidas to launch popular new ranges and to focus its marketing on more top teams and players. Chief executive Herbert Hainer said Adidas had edged ahead of Nike to take 36pc of the market for boots in the top five markets in Europe.
Nike has declined to comment on its latest football sales before its next earnings update which is scheduled for June 28.
Adidas said it expects to sell 1.3 million Germany jerseys this year, helped by the European championships. That is more than the 1 million it sold in 2012 when the last Euro tournament took place, but down from the 3 million it shifted in 2014, when Germany won the World Cup.
Germany is kitting out nine of the 24 teams at Euro 2016, including reigning champions Spain, while Nike has six teams, including hosts France and England. Smaller German brand Puma has five, including Italy. (Reuters)