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'Soccer is in our DNA,' Adidas America exec says as company revs up for 2014 FIFA World Cup | OregonLive.com

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'Soccer is in our DNA,' Adidas America exec says as company revs up for 2014 FIFA World Cup
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Allan Brettman | abrettman@oregonian.com
By
Allan Brettman | abrettman@oregonian.com
The Oregonian
Email the author | Follow on Twitter
on November 14, 2013 at 1:15 PM, updated November 14, 2013 at 3:20 PM
nike football outlet Adidas America in North Portland served as host Thursday for
a media event introducing footwear and apparel for the upcoming 2014 FIFA World
Cup in Brazil.
nike outlet shoes for sale The event is crucial for Adidas, the world's second largest
sporting goods brand, to either keep pace or close the gap with Nike, the
world's largest.
nike shoes outlet store online Herbert Hainer, chief executive of Adidas made this clear
earlier this year at soccer-related event.
nike outlet shoes Hainer has forecast that soccer sales will rise to a record
$2.7 billion next year, riding the expect demand linked with the World Cup. In
commenting last week on the company's third quarter results, Hainer said the
World Cup effect would be seen in next quarter.
nike shoes Two of
the company's top soccer executives – Antonia Zea, global director of soccer
innovation and Ernesto Bruce, director of US soccer, introduced uniforms and
four existing shoes that have been retooled and improved in anticipation of the
World Cup.
The event
served primarily as a showcase for products, as all have previously been
introduced. However, company executives would not publicly discuss the official
game ball, the design of which is a closely guarded secret that will not be
shared until its ESPN-televised unveiling Dec. 3. Tournament matchups will be
announced Dec. 6.
"Soccer
is in our DNA," Bruce told about 35 journalists gathered at the North American
headquarters on North Greeley Avenue. "No one knows soccer like Adidas."
Bruce
displayed jerseys for four of the company's most important federations,
including world champion Spain, Germany, Argentina and Mexico.
The
jersey for the Mexico national team, which sold 33 million units for the last
World Cup, is expected to again be the top-seller, Bruce said. The company, as
well as any soccer brand wanting to sell product in a World Cup year in Mexico,
is relieved after Mexico's 5-1 victory Wednesday over New Zealand, likely
assuring the team will find a place in the 32-team World Cup field.
In the run-up to the World Cup, Bruce mentioned that Adidas
would shine a light on Lionel "Leo" Messi of Argentina, who the Germany-based
company contends is the world's number one soccer player.
Zea, speaking generally about World Cup soccer balls, noted
the company has been responsible for their production since 1970. Soccer
players worldwide have an emotional connection with each World Cup ball, he
said.
Allan Brettman
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