Adidas Expects Soccer Trend to Continue till 2025 as Sales Surge

Adidas anticipates that the global popularity of soccer will persist until 2025, following a significant boost in jersey sales connected to this year's soccer tournaments. Alongside other brands, Adidas is betting on increased consumer interest in sports, driving apparel sales growth and enhancing lifestyle appeal.

Adidas expects soccer's increasing appeal among consumers globally to be a trend that lasts into 2025, following this year's soccer tournaments which saw jersey sales surpass company expectations.

Top sportswear brands including Adidas, Puma, and Nike aim to leverage consumer engagement with sports this summer, thanks to major events like UEFA Euro 2024 and the Paris Olympics. Notably, increased sales in soccer footwear and apparel contributed to a 6% rise in Adidas' quarterly apparel sales, CEO Bjorn Gulden said.

The German sportswear giant, heavily involved in soccer through sponsorship deals with Major League Soccer and top global clubs, reported sales of nearly 3 million jerseys for Euro 2024 and almost 2 million for Copa America starting from the pre-Christmas period in 2023. The company also saw revenue growth in North America, excluding the Yeezy line, with sponsorships highlighting its substantial investment in the sport.

Gulden noted the difficulty in precisely quantifying soccer's overall sales impact but emphasized that Adidas is integrating football into its lifestyle category. The Olympics, while not directly boosting sales, are viewed as an opportunity to spotlight the brand and indirectly drive demand.

(With inputs from agencies.)