Market insights

The 2018 World Cup in Russia is just around the corner – fans’ demand for the new German World Cup jersey is increasing. The DFB jersey is also a sales guarantor for the sports retailer association Intersport. Intersport CEO Kim Roether explains how successfully the new Germany jersey is selling.

The 2018 World Cup in Russia promises sporting goods companies, such as DFB supplier Adidas, and retailers high additional sales. The million-dollar business with the jersey of world champion Germany was lucrative. But after the end in group stage the online shops sell the jerseys far below their value.

The takeover of the board sports specialist Billabong International by competitor Boardriders has been completed perfectly and officially. The result is the world's leading action sports company with the former Boardriders brands Quiksilver, Roxy and DC Shoes as well as the brands Billabong, RVCA, Xcel, VonZipper and Element, which previously belonged to Billabong.

Thanks to demand from China, Puma has made a good start to the financial year, like its local competitor Adidas. Furthermore, the sporting goods manufacturer will equip two popular football clubs in the future. 

With its Speedfactory, Adidas has taken the automated production of sports shoes to a new level. Now the sporting goods manufacturer has received the German Innovation Award 2018 for this.