Brazil 2014: Adidas launches "largest campaign in its history"; aims for 2bn in revenues

"The campaign 'All In or nothing' is the largest in the history of Adidas," declared Guillaume de Montplanet, brand director of Adidas France, at a launch party on 26/05/2014. "It will reach seven out of 10 French people. Our investment in France has been tripled compared to the 2010 World Cup in South Africa. In this campaign, we have two objectives: to increase our leadership in football and to be the most talked-about brand during the World Cup."

"Recent studies give us 42% market share, 4 points ahead of our main competitor, known for its comma [Nike]. We will make 2bn in turnover in football in 2014, and our competitor will make 1.4bn," said the French brand director. "The football market has been in trouble in France since the beginning of 2014, with a drop in sales of around 4%. Yet Adidas is seeing a 5% increase and our competitor is in a large decline."

"Our campaign began in November 2013 with the release of the Brazuca, the official ball of the 2014 World Cup," continued Guillaume de Montplanet. Adidas hopes to sell 15m balls around the world, including more than 600,000…