Adidas shirt sales have been boosted this year with the continued success of Spain and the signings made by Real Madrid but next year Adidas expects to break previous sales records of football shirts due to them having more teams than ever at the 2010 World Cup.

Adidas manufactured the football kits for 8 of the teams at the 2006 World Cup but will manufacture kits for up to 12 teams at the 2010 even in South Africa.

“In 2010 with the help of the World Cup we will break a new record in terms of sales for our football business which will be bigger than 2008,” Hainer said. “We will definitely hit the new record.”

Hainer added that the World Cup will also help the sales of Adidas Group. “We will have a kind of stimulus package” he said.

Adidas have been going thorough some streamlining this year in a bid to cut costs. Part of this streamlining was to integrate Reebok into the existing Adidas structure.

“We definitely see a turnaround of Reebok coming around,” he said. “We have some exciting concepts and programs. We can already see several countries where Reebok is coming back, and for 2010 we are quite optimistic.”

Things are looking rosy for Adidas at the moment as they continue to go from strength to strength and they appear confident in winning the battle of the brands at next years World Cup.