World Cup fires Adidas to €2bn sales

German sportswear firm Adidas expects to meet its target for €2 billion of soccer sales this year as the World Cup fires demand for its shirts, boots and balls.

“I can confirm that we will reach €2 billion for the first time in the history of our company,” Adidas chief executive Herbert Hainer told a news conference yesterday.

Adidas, which has long dominated the market for soccer gear, is facing a challenge from Nike, the world’s biggest sportswear company that has only been a serious player in soccer for the last 20 years.