“We are on track to achieving sales of 2.5 billion euros with football products this year. This marks a new record for our brand and manifests our leading position in football globally”, stated Herbert Hainer, adidas Group CEO.

Looking at market share, adidas football footwear had the clear lead across Western Europe’s top five markets during quarter one, the company confirms referring to data from NPD Consumer Panel. In Western Europe’s five key cities (London, Paris, Barcelona, Milan, Berlin), adidas also claimed the leading market position in March 2016.

Fuelled by the ongoing UEFA EURO 2016TM, where adidas is the official partner, and the Copa América, where a number of key adidas federations and players are also present, adidas football expects to achieve new record sales in 2016.

This marks a double-digit increase following a strong year for adidas football in 2015 (2.2 billion euros). On a product level, adidas plans to sell more German jerseys than in 2012 (total number should reach 1.3 million jerseys this year compared to 1 million in 2012).

“We listened closely to our consumers. Based on these insights, we have successfully re-positioned our football footwear offering over the last year. Our recent gains in market share in key cities across Europe are a clear sign that our strategy is paying off. With a much stronger focus on our consumers’ needs, we are now perfectly positioned to win additional market share in key cities and markets around the world,” added Markus Baumann, General Manager adidas football.