Nike says to win soccer World Cup vs Adidas

LONDON, (Reuters) – Nike , the world’s  largest sporting goods maker, will extend its lead in sales of  soccer-related products over rival Adidas helped by  new launches and a marketing blitz at this summer’s FIFA World  Cup, its chief executive told Reuters yesterday.

Mark Parker also said that consumer confidence remained  fragile and forecast a “long gradual” recovery.

However, he added that Nike was taking market share from  competitors and seeing a “slight improvement” in orders,  including a “significant” pick-up in demand for soccer-related  footwear, clothing and equipment.

“We’re entering a period where we are going to extend our  leadership further (in soccer). So the World Cup is a great  opportunity to see that happen, certainly (with) the product  we’re creating and the presence we will have,” he said in an  interview.

Parker did not give market share or soccer sales figures  for Nike.

Parker was speaking as Nike kicked off its World Cup  campaign with the launch of the latest incarnation of its  hi-tech Mercurial soccer boot and a new addition to its Nike  Football+ online soccer training tool.

Today, the U.S. group famed for its swoosh logo and  “Just Do It” slogan will unveil kits for the 10 teams it is  sponsoring at the World Cup finals in South Africa, which start  in June.

Nike, the undisputed market leader in athletics and  basketball, has been stepping up its presence in soccer, which  is the world’s most popular sport and expanding rapidly in  developing markets.

It bought England team sponsor Umbro in 2007 and a year  later wrestled sponsorship of the French team — starting in  2011 —  from Adidas to add to a stable which also includes  Brazil, Portugal and Holland.

However, it has a fight on its hands.

BACKING SOUTH AFRICA

Long-time market leader Adidas is sponsoring 12 of the 32  World Cup finalists, as well as the event itself, and also is  providing kits for FIFA officials, and providing match balls.

The German group, whose teams include Argentina, Germany,  Spain and hosts South Africa, also has said it expects record  sales of soccer-related products this year, beating its  previous high-mark of 1.3 billion euros ($1.8 billion) in  2008.

Parker was confident of success for Nike, saying it would  launch more soccer-related products in footwear and clothing in  the run up to the World Cup and also conduct an unprecedented  marketing campaign at the month-long event.

He declined to give further details.

Parker brushed off fears that Africa’s first ever World Cup  might not have the sales potential of an event held in Europe.

“We’re very happy it’s in South Africa … We feel very  strongly this is going to be our best World Cup ever,” he  said.

On Tuesday, FIFA denied reports it would cut ticket prices  or give away seats because of sluggish sales.

He said the U.S. group would launch a product “sooner  rather than later” in the fast-growing market for toning shoes,  which manufacturers claim can help tone muscles while the  wearer is working out.