adidas looks to cash in on football World Cup

German sportswear major adidas is gearing up to cash in on the football fervour in India during the FIFA World Cup, starting later this month in Brazil, by launching new products and fan engagement activations that aim to touch nearly 15 lakh fans across the country.
"The 2014 FIFA World Cup is slated to be the biggest sporting event ever and we have an exciting 360 degree programme to leverage the football frenzy and achieve stupendous business results," adidas India Brand Director Tushar Goculdas told PTI.
The company, which is the kit sponsor of nine out of the 32 participating nations, is looking to ride on the rising popularity of football in India, where cricket is the most popular game.

"We have seen a tremendous growth in the popularity of football over the last four years. Young consumers are not only passionately following and playing the sport but also buying our cutting edge football boots and jerseys of their favourite teams and stars, delivering rapid growth to our football business," he said.
Sensing the mood, in December 2013 adidas had launched its FIFA World Cup 2014 range in India, which includes Spanish, Argentine and German team kits along with the 'Samba Pack' boots.
Already adidas is seeing that popularity translating into sales this year.

"Compared to 2010 we have sold close to 5 times the number of the official match ball...Some of our world cup team jerseys have nearly sold out two weeks prior to the cup. We are arranging additional stock to meet this growing demand and ensure its availability before and during the course of the tournament," Goculdas said.

He further said the company's football boot sales have doubled in the last 2 years and the latest range 'Battle Pack' has already gained significant momentum in a span of just one week.
Adidas has also launched new range for its sports inspired street wear 'adidas Originals' label, including retro team jerseys, iconic imagery of Brazil, the Telstar -- first official adidas match ball of 1970 Mexico World Cup.
It also has a range for women, the Farm collection, created in collaboration with a Rio de Janeiro-based label called The Farm Company.
During the tournament to be played from June 12 to July 13, adidas also plans to run active fan engagement programmes.

"Our consumer engagement activities include pub screenings, house parties, office activations, fan outreach events at relevant embassies," he said.
Moreover, the company is also taking the giant replica of FIFA 2014 official ball Brazuca to malls and public places in 30 key locations across India, he said, adding the activities could touch close to 15 lakh fans who stand chance to win adidas-FIFA World Cup merchandise.
The company has also selected six young football fans from India, including a girl under its adidas FIFA Fairplay Flagbearers Program to give them a chance to witness the tournament and watch the pre-quarter final match scheduled for July 1 in Sao Paulo, Brazil.