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Euro 2012 drives sales growth for Adidas

German sportswear giant Adidas expects to achieve record sales of €1.6bn (£1.28bn) in its football category this year as a result of its involvement in the Euro 2012 championships.

Adidas has said that it expects that sales of its football-related product for UEFA Euro 2012 competition will exceed its previous record sales of €1.5bn (£1.20bn) from the World Cup 2010.

“Adidas is leading the way at the UEFA Euro 2012 in every respect - in terms of product sales, brand visibility and innovative strength,” said Herbert Hainer, chief executive of the Adidas Group.

As a result of Euro 2012, Adidas has also come significantly closer to achieving its objective of becoming the market leading sportswear brand in Poland by 2015.

In the Ukraine, the brand started the year as market leader both in the football category and overall, and has been able to further expand its leadership position.


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