Adidas Chief Hainer Sees ‘Significant’ Revenue Increase in 2014

Adidas AG (ADS) Chief Executive Officer Herbert Hainer expects a significant revenue increase next year, boosted by sales of national team shirts and official balls for the soccer World Cup in Brazil.

The world’s second-largest maker of sporting goods is on track to reach a target of 17 billion euros ($23 billion) in annual revenue in 2015, spokeswoman Katja Schreiber said by telephone, confirming Hainer’s comments to German newspaper Handelsblatt. Analysts expect revenue to rise about 7 percent to 15.7 billion euros next year from 14.6 billion euros this year, according to estimates compiled by Bloomberg.

“Nobody expects anything less than a significant revenue increase next year,” said Joerg Philipp Frey, an analyst at M.M. Warburg in Hamburg, by phone. “If they don’t have a significant increase then it’s definitely a bad thing because it would mean they have to review their guidance. It’s not really spectacular.”

Adidas cut its 2013 profit forecast last month because of Russian distribution difficulties, a weak golf market and the strength of the euro. The company has been pushing product categories including running and fitness this year because of the lack of a major soccer event. Hainer said in June that soccer sales will rise to a record 2 billion euros next year.

Adidas shares gained as much as 2.9 percent to 81.16 euros and traded up 2.4 percent as of 5:16 p.m. in Frankfurt. Germany’s benchmark DAX Index rose 1.9 percent.

To contact the reporter on this story: Julie Cruz in Frankfurt at

To contact the editor responsible for this story: Celeste Perri at

Press spacebar to pause and continue. Press esc to stop.

Bloomberg reserves the right to remove comments but is under no obligation to do so, or to explain individual moderation decisions.

Please enable JavaScript to view the comments powered by Disqus.