By  on May 5, 2010

PARIS — Adidas AG increased full-year guidance for 2010 after reporting record first-quarter sales on Tuesday that were buoyed by a turnaround of the Reebok brand and merchandise for June’s FIFA World Cup.

“We had a great start to the year, achieving record first-quarter sales driven by growth in all segments,” stated Adidas chief executive officer Herbert Hainer. “Our retail segment, record football [soccer] sales and a strong performance for Adidas and Reebok in North America were some of the main catalysts driving this development.”

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