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Adidas retains World Cup sales outlook despite Germany departure, Retail News, Retail ET


Adidas sticks to World Cup sales outlook despite Germany exit

BERLIN: adidas only three of its seven sponsored teams remain in the World Cupbut the Germans sportswear The manufacturer is sticking with it sell However, the outlook for the league, a spokesman said on Friday after Germanyshocking exit.

According to the spokesman, the company still expects World Cup sales around 400 million euros ($421 million), who said sales are now higher than those at the 2018 World Cup in Russia.

German retail association HDE is less optimistic.

HDE spokesman Stefan Hertel said: “Without the German team, experience shows that interest in fan merchandise and other World Cup merchandise rapidly declines.”

Four-time champions Germany have been knocked out of the World Cup despite a 4-2 win over Costa Rica in the final Group E match on Thursday, a second consecutive elimination at the first hurdle.

The football jerseys of the German team, which were eliminated as Japan and Spain advanced to the knockout stages of the tournament, went on sale the next day with a 50% discount on the Adidas online store.

But a spokesman for the company in Qatar, which hosts this year’s competition, remains upbeat.

“How much we are hurt by Germany’s elimination, but we benefit from the international enthusiasm in Qatar,” the spokesman said.

Adidas, one of the FIFASeven of its global partners, will still be represented in the tournament on the strip of Spain, Argentina and Japan.

World leader Nike took nine of its 13 national teams to the next round, and one more could enter. Of Puma’s six teams, Senegal and Morocco have qualified and the other two still have a good chance of doing so on Friday.

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