FRANKFURT (Reuters) When soccer teams battle for the World Cup in Brazil next year,
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Nike currently owns 14.6 percent of the global sporting goods market to Adidas’ 11.4 percent, and is whittling away at the German brand’s No. 1 position in Europe. Adidas held 13.2 percent of the western European sporting goods market in 2012 to Nike’s 12.4 percent, according to Euromonitor data.
"It’s not easy to evaluate (next year’s) collections. Adidas is definitely putting a lot of effort into winning lost ground, but a company like Nike won’t rest on its laurels,
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Adidas has forecast record 2014 soccer sales of over 2 billion euros and aims to boost group sales to 17 billion euros in 2015. But already it has several major partnerships with clubs,
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The owner of the distinctive ‘swoosh’ or tick logo, does not give forecasts for individual sport categories, but it is predicting group sales of up to $30 billion by 2015 suggesting it thinks it can put in a sufficiently strong performance during the World Cup to stretch its global lead over the German company and maybe beat it at home too.
In Nike’s first fiscal quarter of 2013,
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Brazil have won the World Cup a record five times and the country is a byword for stylish soccer, meaning there is a huge buzz around the tournament and Nike’s designs.
Adidas is aiming to make its presence felt with players like Lionel Messi and Mesut Ozil,
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Given the scale of the battle however it will also be using what is politely known as "ambush marketing." Soccer watchers cite as an early example in this year’s World Cup campaigns the launch of a new soccer top for the Palmeiras club in the yellow,
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"That will be ruffling a few feathers,
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Klaus Jost,
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"It’s much more about creating the right image,
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Big name endorsements are also responsible for Nike’s broader success. brand has gained market share this year thanks to well designed,
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Nike’s impressive roster of sponsorship deals includes current names like soccer star Ronaldo, tennis player Roger Federer,
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"Nike has done a really good job of presenting themselves as the true brand for performance,
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Adidas chief executive Herbert Hainer said this week the group had made some mistakes,
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One of the ways Adidas is hoping to grow sales is by using the cushioning technology in its Boost running shoes for other categories such as basketball. That could enable it to increase sales of Boost shoes to 15 million pairs in 2015, after having only introduced the line earlier this year.
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