Adidas and Nike vying to top football sportswear industry with 2014 World Cup

The American brand Nike is the market leader in sportswear, with a 2013 turnover of €18.7bn (17% market share), versus €14.49bn for Adidas (12%) . Nevertheless, the German brand is first in football with €1.77bn in turnover in 2013. Nike ranks second at €1.4bn.

"The football market has been in trouble in France since the beginning of 2014, with a drop in sales of around 4%. Yet Adidas has seen a 5% increase while our competitor has had a large decline," said Guillaume de Montplanet, brand director of Adidas France, at the launch party for its "All in or nothing" campaign for the 2014 World Cup on 26/05/2014. Adidas hopes to achieve a turnover of €2bn for 2014, an increase of 13% on 2013.

"Our campaign began in November 2013 with the release of the Brazuca, the official ball of the 2014 World Cup," continued de Montplanet. Adidas hopes to sell 15m balls around the world, including more than 600,000 in France. Over 600 locations will highlight World Cup products in France. The official ball goes for €140, and a replica is available for €30.

Kit suppliers' football revenues will be…