Adidas intends to expand its leadership in the football market through its activities with the 2010 Fifa World Cup. It will be supplying the official ball of the tournament, as well as equipping the officials, referees, volunteers and ball kids. The host team, South Africa, will wear Adidas kits. The first products designed for the competition will start to be available later this year. The data from NPD Sports Tracking Europe and SportScan indicate that Adidas has worldwide leadership of the football shoe market, with a 34 percent share, and this is more then 50 percent in core markets such as Germany and the U.S. In South Africa, Adidas expects double-digit sales growth in the years to come.

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