Adidas and Puma see themselves as European Championship winners
German sporting goods manufacturers Adidas and Puma are already reporting positive results from Euro 08. Thanks to the tournament, both companies are reporting excellent business performance.
The German sporting goods manufacturers Adidas and Puma are already drawing a positive balance from Euro 08. Thanks to the tournament, the two companies are reporting excellent business performance. In recent weeks, market research studies have cast doubt on the effectiveness of European Championship sponsorship (see ) Adidas, one of the main sponsors of the Uefa event, has seen sales increase by over 50 percent compared to the 2004 European Championship year. All regions and product categories have contributed to this, the company announced on Monday. Compared to the 2006 World Cup year in the home market of Germany, sales would be over ten percent higher. "This means that - in sporting terms - we are not only one round further, but already winners of the European Championships," said CEO Herbert Hainer to the press in Vienna. Adidas is kitting out the teams of Germany, France, Spain, Romania and Greece for the European Championships. The company is also outfitting all the officials, referees, volunteers and ball boys.
Adidas aims to generate at least 1.2 billion euros this year with football products such as the European Championship ball and jerseys for the German national team. This would mean that almost a fifth of the Adidas core brand's sales this year would come from this area.
And competitor Puma is also in the black: Sales in the football business so far this year are more than ten percent above the level a year ago, said Puma football boss FilipTrulsson in an interview published on Monday. The third-placed company in the industry after Nike and Adidas had already recorded double-digit growth in the first quarter. Puma equips the teams of world champions Italy, Austria and Switzerland, among others. The company has recently concentrated its marketing efforts on these three countries. The "home advantage" in Austria and Switzerland was clearly noticeable, said Trulsson.
Adidas aims to generate at least 1.2 billion euros this year with football products such as the European Championship ball and jerseys for the German national team. This would mean that almost a fifth of the Adidas core brand's sales this year would come from this area.
And competitor Puma is also in the black: Sales in the football business so far this year are more than ten percent above the level a year ago, said Puma football boss FilipTrulsson in an interview published on Monday. The third-placed company in the industry after Nike and Adidas had already recorded double-digit growth in the first quarter. Puma equips the teams of world champions Italy, Austria and Switzerland, among others. The company has recently concentrated its marketing efforts on these three countries. The "home advantage" in Austria and Switzerland was clearly noticeable, said Trulsson.
