Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Nike and Adidas battle heats up

Nike has hit back at Adidas after the German company claimed to be the biggest football sportwear brand.

Charlie Denson, president of Nike, told the Financial Times: “I believe we already are number one. But our objective is to make sure that it’s not a debate.”

His comments come after Adidas chief executive Herbert Hainer this week challenged Nike in the run up to the World Cup, claiming his German company can increase its lead over the US sportswear giant as the number one football sportswear brand.

Denson said “he couldn’t be happier” with its marketing effort, which features many of the World Cup footballers after Hainer said he was unimpressed with Nike’s expensive advertisement, adding that his brand is “more creative in our football marketing than Nike.”

Adidas, which is the market leader by value, has been squeezed by number-two Nike in recent years as the US company spent increasing amounts of money on sponsorship deals with football teams and advertising campaigns.

“We know that our competitor is spending a lot of money, more than us, but we are still market leader, and I think there is a good chance to expand this leadership with the World Cup 2010,” Hainer told the Financial Times. “With what I have seen so far in terms of activities and in our sales numbers, I am more than satisfied.”

Adidas is supplying kit to 12 of the 32 teams competing in the World Cup and also supplies the balls and uniforms for officials as a sponsor of international football federation FIFA.

Adidas said it expected this year’s sales of football merchandise to surpass the record 1.3bn (£1bn) it achieved in 2008.

Readers' comments (1)

  • Let the games begin! All this talk is good publicity for both brands as the World Cup starts. Now all we need is a good competition and England to stay in long enough for us to benefit from World Cup related sales. Come on England!

    Unsuitable or offensive? Report this comment

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.