In Germany, the home country of the company’s headquarters, sales increased by 15% in 2014. Key to the success of the brand were the 2014 FIFA Football World Cup in Brazil and the top-selling Germany jerseys. In total, football product sales for adidas in Germany increased more than 30% last year, which much contributing to the brands’ performance in that European market, and was helped by the good performances in the running and training categories and lifestyle products.

Reebok also contributed to the positive development in Germany with sales of the fitness brand rising by 9% in 2014.

The brand confirmed that all distribution channels contributed to the positive sales development of the two brands, with sales in the own-retail segment increasing at a double-digit rate, with particularly strong growth in the e-commerce business. 

Roland Auschel, adidas Group Executive Board Member responsible for Global Sales, commented: “Our business in Germany, Austria and Switzerland is growing significantly faster than the sporting goods market as a whole. We are very pleased with our development, but we remain on the attack.“

The sportswear brand continues to enjoy unbroken popularity in Germany, as shown by a recent survey conducted by brand consultancy agency Brandmeyer, in which adidas ranked top of the list The Germans' Favourite Brands for the third time in a row.

This recognition adds to a recent one by German magazine Focus, which again named the group a Top Employer in Germany.