Adidas claims its content-focussed World Cup marketing campaign is set to hit its target of GBP1.6bn sales (2bn Euros). It has sold eight million shirts of the nine national sides it has a kit
sponsorship deal with, up from 6.5m during the 2010 World Cup. Chief Executive Herbert Hainer said, “our marketing campaign in social media worldwide is clear proof that Adidas
is and will remain the leading football brand”. Nike is expected to reveal sales figures tomorrow.
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