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Adidas forecasts World Cup sales above expectations: CEO

July 20, 2026 5:03 AM EDT
  • "We expect event-related sales of around €1.5 billion, which also includes football-inspired streetwear that is in high demand everywhere,” Chief Executive Officer Bjoern Gulden told Bloomberg.
  • This vs. previous guidance for ‘more than €1bn in sales in connection with the World Cup.


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