Adidas Sets 2014 Sales Target

Activewear firm expects running and soccer categories to power business.

BERLIN — Powered by the running and soccer categories and driven by all brands, regions and markets, Adidas is forecasting high-single digit sales growth on a currency neutral basis in 2014.

At its investor field trip Thursday to the group’s headquarters in Herzogenaurach, the German active sportswear giant also said it expects operating margin to increase about one percentage point in comparison to 2013.

For 2013, the group’s forecast calls for an operating margin of about 8.5 percent, with low-single-digit growth in 2013 currency-adjusted sales. In 2012, group sales reached 14.98 billion euros, or $19.16 billion..   

Adidas also reconfirmed its Route 2015 targets Thursday — sales of 17 billion euros and an operating margin of 11 percent in 2015.

For the year ahead, Adidas is particularly bullish about its soccer business in the run up to the FIFA World Cup in Brazil. The brand said it “expects to achieve record sales and be the first to break through the 2 billion euro mark with (soccer) performance products.”

In the Sport Performance footwear category, the brand’s innovative Boost technology will be integrated into all performance running shoes in 2014, as well as being introduced into other categories including basketball footwear. Adidas is forecasting a total Boost volume of 15 million pairs in 2015.