Feb 17, 2017 | By WGSN Insider
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Feb 03, 2015
German athletic sportswear giant adidas said late Monday it remains in “attack” mode despite delivering record €1bn sales in its home market, combined with neighbouring Austria and Switzerland, last year.
2014 sales in Germany jumped 15%, boosted by a record 3m unit sales of home nation football (soccer) shirts ahead of the country winning the World Cup last summer in Brazil. In total, domestic football product sales for adidas increased more than 30% last year with strong growth also seen in the running, training and lifestyle product categories.
It also noted the sister Reebok brand played a key role in the group’s positive development in Germany were sales of the fitness brand rose 9% in 2014.
Meanwhile, sales through its own retail stores increased at a double-digit rate, with particularly strong growth in e-commerce, it said.
Global sales executive Roland Auschel said: “Our business in Germany, Austria and Switzerland is growing significantly faster than the sporting goods market as a whole. We are very pleased with our development, but we remain on the attack.”
MD for Centyral Europe Winand Krawinkel added: “Consumers are more in the mood to buy than they have been for a very long time, and they are showing a palpable desire to buy adidas and Reebok.”
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