Adidas CEO lays out World Cup game plan
Adidas CEO Herbert Hainer discusses its World Cup marketing campaign.

CEO Herbert Hainer joins us now live from Germany and the involvement really begins with this, doesn’t it?
Oh yeah, I’m absolutely excited about the world cup, I’ve just been there for a few days and could see the atmosphere in the stadium, in the country, the fans are brilliant, not only from Brazil, from all over the world. And what I have seen, all the fans in the US are enjoying soccer very much.
Now you’ve done some interesting things with the Brazuca and social media, the goal pro comes to mind, tell me more about that.
Yeah, we have for the first time, put the team, a communication team directly into Rio de Janeiro, we have 25 people are sitting there permanently discussing and connecting with our consumers via Twitter, Facebook et cetera. And obviously we have twitter account for Ball Brazuca as well. And there’s in the meantime over 2 million followers, which is quite a success.
Let’s talk numbers for a moment, what kind of revenue has the World Cup generated for Adidas, break that down for me.
Could we have given ourselves an objective for the whole year of 2014 that we want for the first time to achieve.