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Olympics give Adidas a winning feeling

Adidas’s sponsorship of this year’s Olympics is set to pay off, with the sports brand labelling London 2012 as its most successful Games ever.

Adidas is the official sportswear partner of the Olympic and Paralympic Games, with reports at the time estimating the deal was worth between £80 and £100m.

It also produced the Team GB kit, with Stella McCartney taking the design lead. 

Herbert Hainer, chief executive of Adidas Group, said: “From a commercial perspective, this will be the most successful Games we’ve ever had, with Olympic licence product sales up 250% compared to Beijing.”

But it is the lasting impact on consumers that will bring the greatest return on investment, he said.

“I have no doubt that this event in London will inspire a generation to get into sport and provide further impetus to the global trend towards sport and healthier living,” Hainer said.

His bullish outlook comes as Adidas raised its profit forecast for the year, after a rise in net profits for its second quarter.

The three months to June 30 saw an increase in net profits of 18% to €165m (£130m), aided by a 14.8% increase in group revenues to €3.52bn (£2.78bn).

Stripping out sales in the UK reveals an even stronger performance, up 24% so far this year.

Adidas now expects net profits for 2012 to increase by 15% to 17%, equating to roughly €785m (£620m). Previously the company had forecast an increase of between 12% and 17%.

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