Story
Adidas Lifts World Cup Sales Forecast to €1.5 Billion After Tournament Success
Summary
The German sportswear giant now expects around €1.5 billion in event-related sales, a significant increase from its previous guidance, citing surging demand for team jerseys and match balls.
Adidas AG (ADSGn) has significantly raised its sales forecast tied to the World Cup, capitalizing on strong tournament performance and high demand for its apparel and equipment. The company now anticipates event-related sales of approximately €1.5 billion, a substantial increase from its prior guidance of over €1 billion.
Upgraded Sales Outlook
The revised forecast was announced by Adidas Chief Executive Officer Bjoern Gulden in an emailed statement to Bloomberg News on Saturday. Gulden noted that the company sold four times as many jerseys and twice as many match balls compared to the previous World Cup.
"Seeing two teams – and the referees – in three stripes in the final is more than we could have wished for," Gulden said. The CEO also highlighted that the forecast includes sales from "football-inspired streetwear that is in high demand everywhere."
Key Drivers and Top Sellers
Among the 14 national teams sponsored by Adidas, several jerseys saw particularly strong sales performance. Key figures from the company include:
Ad- Top-selling jersey: Mexico's national team kit was the most popular.
- Strong performers: Argentina's jersey sold nearly as well as Mexico's, with Spain's kit also generating robust sales.
- U.S. Market: A separate denim-inspired collection for the U.S. team, referencing the 1994 World Cup, was one of the company's best-performing apparel launches of the summer.
Competitive Landscape
The strong showing represents a significant win for Adidas in its ongoing rivalry with competitors Nike (NKE) and Puma (PUMG). Nike, which sponsored pre-tournament favorites France and England, saw both teams eliminated in the semifinals.
Puma experienced mixed results during the event. While its sponsored teams Morocco and Switzerland reached the quarterfinals, others like Portugal and Paraguay were eliminated in the round of 16. The outcome positions Adidas favorably after the conclusion of one of the world's largest sporting events.
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