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In May, Adidas chief executive Herbert Hainer said that the company had never spent as much in advertising for the World Cup as it has for this year's event, saying only that the number was in the "two-digit million" range. Adidas pays FIFA for the official sponsorship, supply, and licensing rights to the event.Adidas said this week it expects to sell more than 8 million World Cup jerseys this year including 2 million for its best-selling German team, up from 6.5 million during the 2010 tournament.Meanwhile, Nike reported $1.9 billion in wholesale revenues related to soccer last year, or about 9% overall, behind bigger categories like running, basketball, and men's training. Adidas doesn't break out revenues by category, though on Tuesday it reaffirmed it expects to reach 2 billion, or about $2.7 billion, in world-wide soccer-related sales this year.Nike is due to report its fourth-quarter earnings Thursday afternoon. Increased ad spending by the company for the World Cup could carry over into the current period, potentially lowering Nike's first-quarter guidance, which UBS analyst Michael Binetti said would likely be a one-time occurrence.Last year, Nike reported spending $2.7 billion across all sports in expenses for advertising, promotion, and endorsement contract costs. In the year around the last World Cup in 2010, Nike reported a year-over-year 4% increase in these costs across all sports to $2.4 billion, while world-wide wholesale soccer revenues rose 7% to $1.8 billion over the same period, according to regulatory filings.By contrast, Adidas reported its 2010 "marketing working budget" across all sports was 1.29 billion, up 25% from a year prior, according to annual reports. Adidas reported world-wide soccer sales of more than 1.5 billion in 2010.But with the U.S. team exceeding expectations on the pitch, some specialty retailers have seen an uptick in demand of patriotic soccer gear.Boston-based sporting goods chain City Sports said it has already sold out of the bold red, white and blue U.S. road jersey, as well as skills size replica of the official World Cup match ball.
Shares of Nike have been lagging this year, falling 2.3% versus the roughly 7% gain Nike Free Run Ireland Womens Cheap Hot Sale - Choice of Sizes, Colours & Styles the Standard & Poor's 500. Investors have feared that growing growth in emerging parts of the world would crimp Nike's revenue growth."We rate NIKE INC (NKE) a BUY. This is based on the convergence of positive investment measures, which should help this stock outperform the majority of stocks that we rate. The company's strengths can be seen in multiple areas, such as its revenue growth, largely solid financial position with reasonable debt levels by most measures, notable return on equity, reasonable valuation levels and expanding profit margins. We feel these strengths outweigh the fact that the company has had sub par growth in net income."Nike basketball shoes sit on display at the House Of Hoops by Foot Locker store at the Beverly Center in Los Angeles.The sporting goods company is ramping up revenue from soccer-related goods amid broader initiatives to raise prices of both footwear and apparel across categories.Nike said Thursday its profit for the quarter ended May 31 rose 5% to $698 million, as revenue climbed 11% of $7.4 billion. The period ended the company's fiscal year. Earlier Thursday, the Nike-outfitted U.S. soccer team earned a berth to the elimination rounds of the World Cup in Brazil.Results for the year included $2.3 billion in wholesale revenue for soccer products, an 18% jump.Nike did not offer guidance in its press release, but did say that orders for delivery between June and November total $13.3 billion, up 11% over a the same period a year ago. The consensus first fiscal quarter estimates call for EPS of $0.91 on ityqgqhb of $7.64 billion. For the 2015 fiscal year analysts expect EPS of $3.37 on revenues of $30.09 billion.Gross margins rose to nike free run 2 ireland up 1.2% year-over-year for the full year and gross margin in the fourth quarter rose to 45.6%, up 1.7% from the same period a year ago. Nike attributed the gains to higher sales prices and continued sales in its higher yfvmxoev direct-to-consumer business.Nike attributes its 3% EPS increase to fewer shares outstanding, and notes that the company repurchased 12.3 million shares for approximately $912 million in the fourth quarter. Over the full year Nike's share buybacks get the credit for the 11% gain in per share earnings.Nike's shares are up nearly 24% over the past 12 months, but year-to-date the stock has dropped about 2.3%. Depending on stock buybacks to post a profit hardly seems like a long-term strategy for growth.