By and  on August 4, 2010

PARIS — Adidas AG raised its profit forecast for the second time this year on Wednesday, saying earnings per share in 2010 should increase to between 2.50 and 2.62 euros, or $3.30 to $3.46 at current exchange. That’s roughly 20 percent above previous guidance.

The world’s second-largest sporting goods company — which last month released preliminary first-half results showing a big lift from the FIFA World Cup in South Africa — said it anticipates improvement in all segments, especially in company-owned retail. Sales are expected to rise at a mid-single-digit rate for the full year.

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