Adidas Expects Sales Of Football Related Products To Break Record This Year.

The European Cup has been launched in France for nearly a month.

Joint-stock companies have brought huge profits. Adidas expects sales of football related products to break record this year.

Adidas said on Wednesday that it expects the company to sell 2 billion 500 million euros (1 billion 848 million 950 thousand yuan).

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Football and other equipment.

That will also exceed 2 billion 200 million euros last year and the 2 billion 100 million euros earned by the German team in 2014 when the world cup was awarded.

"We won the main market share in the core market, and our supply of boots is better among the young audiences we aim at," said Adidas CEO Herbert Haina at a news conference held in Paris. "We have invested a lot in football, but football can also sell peripheral products," he said, including so-called casual sports shoes and clothing.

The European Cup, which has 24 teams, started last 2016 and will last until July 10th.

It also means that this summer's sales season is crucial for Adidas and its competitors, Nike and Puma, who want to compete in the world's 5 billion football equipment market.

After two consecutive years of growth fluctuations, Adidas is also recovering its momentum, saying the company plans to sell 1 million 300 thousand German national team matches this year, which will be 30% higher than the 1 million in the last European Cup in 2012.

In the 2014 World Cup, Adidas sold 3 million German war clothes.

Even though Adidas has lifted its relationship with some European League clubs to turn marketing investment to athletes themselves to better influence young people through social media such as Twitter and Instagram, Adidas has continued to sponsor Germany's national team for decades.

The German team made a good start in the first match against Ukraine in June 12th, and beat Poland at Beijing St Danny stadium early this morning.

Haina, who is about to end her 15 year term in Adidas CEO, said that in the main western European market share of football market share, Adidas led Nike, one percentage point.

In October 1st this year, Caspar Rothd, who joined Adidas from German home products brand Henkel, will also formally take over Adidas from Haina.

Hina said at a press conference that Roth would continue the company's strategy for many years, focusing on the global influential urban market and launching new sports shoes every few months.

"If he disagrees with this strategy, he has to get rid of the other 4 general managers," Haina said. "But this strategy is not bad."

Haina also mentioned that rosid visited Adidas's headquarters in Bavaria and will accompany him to the larger Adidas retailers and the world and European football institutions during the first week of the official term.

In the spring, Adidas retailers in Europe have been promoting sales growth by reducing the price of German war clothes, but even if sales of football related goods are growing, Adidas is trying to offset the impact of discounting.

Haina noted that with the launch of the European Cup, the pace of sales growth is accelerating, so he said: "of course, we do not think that strategy is correct.

We think the price is falling too early. "