Adidas Targets $1.7 Billion in World Cup Sales as It Presses U.S. Challenge to Nike
Updated
Updated · The New York Times · Jul 18
Adidas Targets $1.7 Billion in World Cup Sales as It Presses U.S. Challenge to Nike
3 articles · Updated · The New York Times · Jul 18
Summary
Adidas said World Cup-related sales should top $1.7 billion, with the tournament giving it a rare high-profile push in the U.S. market ahead of Sunday’s final in New Jersey.
Four times as many jerseys and twice as many balls have sold versus the previous World Cup in Qatar, CEO Bjørn Gulden said.
Adidas has unusual visibility at the final: it sponsors both Spain and Argentina, endorses Lionel Messi and Lamine Yamal, and supplies the match ball.
That exposure supports a broader U.S. expansion drive for the German sportswear group in a market long dominated by Nike.