Adidas celebrates anniversary with sales bump

Adidas Group has reported sales increased 9% last year as its core brand enters its 60th year.

The sports goods maker, which owns the adidas and Reebok brands, says total sales hit €10.8bn (£9.6bn) last year, up from €10.3bn (£9.1bn) in 2007. Pre-tax profit grew 11% to €904m (£804m).

Sales of adidas branded goods rose 10% to €7.8bn (£6.9bn) which offset an 8% dip in Reebok revenues to €2.1bn (£1.9bn).

European Group sales grew 7% to €4.7bn (£4.1bn) which counterbalanced a 14% decline in North American sales.

Adidas launched its biggest global brand campaign to date to mark the 60th anniversary of the company registering its famous three-stripes mark last November.

A television advertisement, created by Montreal agency Sid Lee, features Adidas-wearing sporting and music stars including David Beckham, Katy Perry, Missy Elliott and the Ting Tings at a house party.

The year-long anniversary campaign will also include cinema, digital, retail, events and a print campaign which will launch throughout 2009.

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