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Adidas betting on World Cup success after 2013 shock

Wednesday, 4 Dec 2013 | 3:01 AM ET
Adidas soccer sales to break 2 billion euros in 2014: CEO
Wednesday, 4 Dec 2013 | 2:20 AM ET
Herbert Hainer, CEO of Adidas, says Adidas's soccer sales will break the 2 billion euro barrier for the first time due to the World Cup momentum.

Adidas, second only to Nike in sportswear market sales, is hoping to bounce back from a troubled 2013 with a winning World Cup next year.

"We have ambitious plans for football and we will break the 2 billion euro ($2.7 billion) barrier next year (with football products)," Herbert Hainer, chief executive of the German company, told CNBC. "One of the key items will be the official match ball."

Adidas is making the official soccer ball of the World Cup in Rio de Janeiro, Brazil. The ball has been dubbed the Brazuca.

Source: Adidas

2013 has been a difficult year at the sportswear giant, which issued a profit warning in September.

(Read more: Adidas scraps 2013 goals)

Sales in the first nine months of the year came in at just over 11 billion euros, down from 11.5 billion euros at the same time in 2012. Operating margin forecasts for 2013 were dropped to 8.5 percent this year from a previous forecast of 9 percent by the company. Hainer hopes to raise this to 11 percent by the end of 2015 – even though there are no major worldwide sporting tournaments, traditionally when sportswear sales spike, during 2014.

(Read more: The town divided by Adidas and Puma)

"We have proven before that in these years we can bring a whole range of new innovative products to market," Hainer said.

He defended the company's emerging markets strategy and said that the company was doing "excellent business in China" at the moment.

- By CNBC's Catherine Boyle. Twitter: @cboylecnbc.

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