Despite Germany’s Exit, Adidas Maintains Its World Cup Sales Forecast

Adidas is down to three of its seven sponsored teams in the World Cup, but the German sportswear company is sticking to its sales forecast for the tournament, according to a spokesperson on Friday following Germany’s shock exit.

According to the spokesperson, the company still expects World Cup sales of around 400 million euros ($421 million), which are currently higher than those at the 2018 World Cup in Russia.

The HDE retail association in Germany was less optimistic.

“Without the German team, experience shows that interest in fan merchandise and other World Cup items drops rapidly,” HDE spokesperson Stefan Hertel said.

Despite a 4-2 victory over Costa Rica in their final Group E match on Thursday, four-time champions Germany were eliminated from the World Cup for the second time in a row.

Football shirts for the German team, which was eliminated as Japan and Spain advanced to the competition’s knockout stages, were on sale the next day with a 50% discount on Adidas’ online shop.

However, a company spokesperson in Qatar, which is hosting the competition this year, remained upbeat.

“As much as we’re hurt by Germany’s elimination, we’re benefiting from the international enthusiasm in Qatar,” the spokesperson said.

Adidas, one of FIFA’s seven global partners, will still be represented on the jerseys of Spain, Argentina, and Japan during the tournament.

Nike (world leader) has advanced nine of its 13 national teams to the next round, with one more possible. Senegal and Morocco have already qualified from Puma’s six teams, and two others had a good chance of doing so on Friday.

(Adapted from


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