Adidas is reportedly backing Argentine soccer star Lionel Messi to go down in history as the best player ever in this year's FIFA World Cup.
Head of soccer at Adidas, Ernesto Bruce, said that Messi, with an 'icon line' of shoes named after him, is their top guy.
According to CNN, Bruce said that he is confident that the Argentine is poised to not only break records at this World Cup, but to go down in history as the best player ever.
Bruce added that they would then get to promote Messi afterwards.
Bruce, while acknowledging that the market for soccer gear has become competitive, said that the increased interest from other companies is good for the sport.
Meanwhile, Bruce declined to specify how much revenue the World Cup generates for Adidas, but said that the sales of soccer accessories in the US are expected to grow by 'double digits' this year compared with 2010, when the tournament was held in South Africa.