Friday, June 17, 2016

Euro 2016: adidas on top

adidas is an official sponsor of Europe’s football governing body UEFA and 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 spending on more top teams and players. adidas expects sales of football boots, shirts and balls to rise 14 percent to a new record of 2.5 billion euros (£2 billion) in 2016, helped by reclaiming leadership of top European markets for football footwear from arch rival Nike. Footwear and balls together account for about half adidas’ expected sales of football gear of 2.5 billion euros, while replica team shirts make up the rest.

Adidas is kitting out nine of the 24 teams playing at Euro 2016, including reigning champions Spain, while Nike has six teams, including hosts France and England, and smaller German brand Puma has five, including Italy.

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