耐克可能是吹牛关于品牌知名度的嗡嗡声，它是世界杯的一部分，但阿迪达斯（Adidas）刚刚以一些艰苦的数字发动了言语之战：仅在2010年，其销售额就将接近20亿美元。
阿迪达斯（Adidas）首席执行官赫伯特·海纳（Herbert Hainer）不能更直接：“在最初的10天之后，很明显，这次世界杯对阿迪达斯来说将是巨大的成功。我们不仅将实现我们在足球方面的雄心勃勃的目标，而且还会超越他们。”And though Nielsen measures that Nike’s “official competitor buzz” outranks Adidas’s with 30.2% over 14.4%, the fact that Adidas is outfitting 12 of the teams versus Nike’s nine seems to be paying off–it’s expecting record sales of at least €1.5 billion in its soccer-based markets ($1.85 billion). That’s 15% over its last record year in 2008, and 25% up over the 2006 World Cup sales figures.
阿迪达斯（Adidas）售出了650万张复制球衣，比2006年杯的总数增长了300万。还希望卖出1300万有争议的贾布拉尼足球。
根据Hainer的说法，这将有关谁是品牌赢家的辩论减少到非常简单的事情：“无论您如何看待它：就销售，市场份额和可见度而言，Adidas是并且将成为领先的足球品牌。”The company’s press release notes its position as brand leader is consolidated by an NPD-reported market share of 34% overall, with 38% in Europe and over 50% share in markets like Germany and the U.S. Since Adidas is a German company this elevated percentage perhaps isn’t surprising, but the fact it’s so big in the U.S., which has a relatively small soccer market, is interesting–Adidas’ PR effort must have really hit the right emotional chord here. We’re also wondering exactly how much it cost Adidas to get its official FIFA sponsor status, since this will tell us whether that $1.85 billion is a worthwhile return on investments.
最重要的是，这表明全球足球市场绝对是巨大的。唯一更大的现象似乎是可怕的Vuvuzela Horns - 阿迪达斯出售它们吗？
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