The World Cup of Football was highly profitable for Nike

According to the article from the newspaper LesEchos.fr of september the 28th titled "Nike profite à fond d'un effet coupe du monde" : the World Cup of Football was very profitable for Nike.
The value of the market shares of Nike have grown  of 12,3% after the publication of the results of this summer. Sales jumped from $6,97 billion in summer 2013 to $7,98 billion this summer 2014.
This growth is explained by a growth of 32% of the sales in Europe : Nike was the partner of 10 football teams against 8 teams for Adidas.
Nike took the advantage on Adidas thanks to the World Cup of Football but not only. Adidas has difficulties to compete because of Reebok bought in 2006 and the golf brand TaylorMade whose sales dropped about 14% in the USA. In order to be back in the race , Adidas has the intention to boost its marketing budget. But nothing is certain for now, hedge funds would tend toget shares and then fire the actual CEO Herbert Hainer.

Edouard Lévêque

 Source: Karl De Meyer "Nike profite à fond d'un effet coupe du monde", Les Echos.fr, Sept 2014