Adidas is expecting record sales from its football business next year, boosted by the FIFA World Cup 2010, Chief Executive Officer Herbert Hainer said in an interview.
Adidas will make the kits of as many as 12 teams participating in the South African-hosted event, up from 8 squads in the 2006 tournament in Germany, Hainer said.
“In 2010 with the help of the World Cup we will break a new record in terms of sales for our football business which will be bigger than 2008,” Hainer said. “We will definitely hit the new record.”
Hainer added that the World Cup will also help the sales of Adidas Group. “We will have a kind of stimulus package” he said.
Adidas said in May it would cut more than 1,000 jobs and close regional offices as part of a plan to save 100 million euros ($150 million) a year. The company incurred 80 million euros of additional costs in the first quarter, partly to integrate the administration of its Reebok unit with the Adidas brand.
“We definitely see a turnaround of Reebok coming around,” he said. “We have some exciting concepts and programs. We can already see several countries where Reebok is coming back, and for 2010 we are quite optimistic.”
Hainer said the company was benefiting from a weak dollar because it’s buying most of its products in dollar-denominated areas such as Vietnam, China, and Cambodia.
Russia, one of the company’s fastest-growing markets, is being hurt by the declining value of the ruble, he said.
“Russia is still doing very well,” he said. “The problem we have is the devaluation of the Russian ruble in the last 12 months compared to the euro. When we transfer the revenues we generated in rubles back into euros then we lose from 35 to 40 percent. But in ruble terms our business is still really good in Russia.”