Adidas, a major sponsor of the 2014 World Cup in Brazil, has already seen their involvement pay off in huge ways in just the first two weeks, as the German company is expecting to blow past sales expectations in their soccer division.
With $2.72 billion in sales taking place within just two weeks, Adidas has already exceeded their $2 billion target, and that number will only increase as the final games go on. The hot ticket items have of course been team jerseys, with Herbert Hainer, CEO of Adidas Group, stating that “this year, we will sell more World Cup jerseys than ever before.”
Jerseys for the German National Team have been one of the most popular items this year with over 2 million sold to date, versus the record-breaking 1.5 million set in 2006. In total, 8 World Cup jerseys have been sold, which is already higher than the 6.5 million total reached during the previous World Cup in 2010.
Around the world, the German National Team has continued to gain in popularity, and as the country moves further ahead in the competition, sales are expected to increase. According to Adidas, over 500,000 German jerseys have been sold outside of Germany, up 66% from 2010. “For the last couple of years, the German team is playing really exciting football,” Adidas spokeswoman Katja Schreiber told Bloomberg news.