Adidas, one of the leading sportswear brands globally, is anticipating a surge in soccer’s popularity among consumers worldwide, with projections extending into 2025. This optimism comes on the heels of the brand’s exceptional sales performance in connection to this year’s major soccer tournaments, exceeding initial expectations. The company, along with competitors like Puma and Nike, is banking on the growing interest in sports and the upcoming sporting events such as UEFA Euro 2024 and the Paris Olympics to drive consumer engagement and boost sales.
The recent success in sales of soccer footwear and apparel played a pivotal role in driving a 6% increase in apparel sales for Adidas in the quarter, marking a significant turnaround for the brand. CEO Bjorn Gulden highlighted the positive impact of this growth, attributing it to the rising popularity of soccer globally. Adidas, known for its extensive involvement in soccer, including sponsorship deals with major leagues and clubs, sold nearly 3 million jerseys for Euro 2024 and close to 2 million for the Copa America, underscoring the brand’s strong presence in the soccer market.
In addition to its sponsorship deals with top soccer clubs like Real Madrid, Manchester United, and Bayern Munich, Adidas is also gearing up for the upcoming soccer World Cup in 2026, to be held in the U.S., Mexico, and Canada. The brand’s strategic investments in soccer reflect its commitment to the sport and its potential for driving growth in the coming years. Gulden emphasized that Adidas is not just focusing on traditional soccer markets but is also expanding its reach to new audiences, taking soccer to the streets and integrating it into the lifestyle category.
While the Olympics may not have a direct commercial impact for Adidas, the brand views the event as a valuable opportunity to showcase its brand and indirectly stimulate demand. With a strong presence in the soccer market and a growing emphasis on lifestyle integration, Adidas is poised to capitalize on the continued popularity of soccer among consumers worldwide. Gulden expressed confidence in the long-term trend of soccer’s appeal, predicting that the sport’s influence will extend beyond the current events and into 2025.
As Adidas continues to innovate and expand its offerings in the soccer and lifestyle categories, the brand is well-positioned to capitalize on the growing consumer interest in sports and athletic apparel. With a strong portfolio of sponsorships, a focus on global events, and a commitment to engaging new audiences, Adidas is set to remain a key player in the sportswear industry for years to come.