Adidas expects double-digit growth in South Africa
10/06/2009
German sportswear brand adidas has announced plans to extend its presence in the global football market in 2010, using its status as an official sponsor of the FIFA World Cup in South Africa as a platform.
Chief executive, Herbert Hainer, said: “We start from the same position as for the extremely successful 2006 World Cup. As official sponsor, adidas will supply the official ball of the tournament and kit out officials, referees, volunteers and ball kids. Additionally we outfit the host team South Africa.”
The first adidas products for the World Cup will be presented in the second half of 2009.
Bernd Wahler, chief marketing officer for the adidas Sport Performance category commented: “This is the very first time a football World Cup is taking place on the African continent. We will utilise this event to present new, innovative products and to convey the fun and excitement the African people find in football to fans worldwide. The marketing focus will be clearly on digital channels and points of sale, in order to be able to communicate as interactively and individually as possible.”
The brand said it expects to generate double-digit sales growth in South Africa in the years to come.
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