耐克Vs.阿迪达斯 得世界杯者得天下

Germany might have beaten the U.S. in a World Cup game on Thursday, but American sportswear maker Nike NKE 0.51% says it is beating German rival Adidas and others off the field in stores thanks to the tournament.

虽然上周四德国队在世界杯比赛中击败了美国队，但美国运动服装制造商耐克（Nike）称，借着世界杯的东风，耐克正将德国竞争对手阿迪达斯（Adidas）及其它品牌打得落花流水。

Nike reported that global sales of its namesake products rose 13% last quarter, including an 18% jump in Europe, where the Beaverton, Oregon-based company has been eating away at its smaller competitor’s market share in its home market.

此前，总部位于美国俄勒冈州比弗顿的耐克发布财报称，公司的同名产品在全球的销售额上季度同比攀升了13％，其中在欧洲的涨幅为18％。阿迪达斯相对耐克规模较小，现如今耐克正在进一步蚕食阿迪达斯的主场——欧洲的市场份额。

Nike is now seriously challenging Adidas’ status as the world’s largest seller of soccer gear. (Nike had 14.1% of the global sportswear/footwear market compared to 9% for Adidas, according to Euromonitor.)

耐克正在真刀真枪地挑战阿迪达斯作为全球最大足球装备卖家的地位。【据英国信息咨询公司欧睿（Euromonitor）称，耐克在全球运动服饰/鞋类市场中占据了14.1％的份额，而阿迪达斯的市场份额为9％。】

According to a Reuters report, earlier this week, Adidas CEO Herbert Hainer said that his company would reach its target of $2.72 billion in soccer gear sales in 2017 with the help of World Cup performances by the star players it sponsors, maintaining its lead over Nike’s $2 billion soccer haul.

路透社（Reuters ）有报道称，上周早些时候，阿迪达斯首席执行官赫伯特o海纳表示，凭借公司所赞助的明星球员在世界杯上的出色表现，它2017年将实现27.2亿美元的足球用品销售额目标，继续领先于耐克20亿美元的销售额。

But Nike executives told investors that its gear is dominating the World Cup, giving it a visibility that will spur future sales and shrink that gap with Adidas.

但耐克的高管向投资者表示，它的装备正在称霸世界杯。这将提升该公司知名度，刺激未来的销售，缩小与阿迪达斯在这方面的差距。

Nike brand president Trevor Edwards claimed on a conference call that there are more World Cup players wearing Nike than all other brands put together. What’s more, he said, one-third of World Cup players are running on the fields in the company’s Magista or Mercurial Superfly football (soccer) boots.

耐克品牌全球总裁特雷弗o爱德华兹在电话会议上表示，在世界杯上穿着耐克的球员人数，比穿着其他品牌的球员总人数还多。爱德华兹还表示，更重要的是，有世界杯赛场上，有三分之一的球员脚踏耐克的Magista或Mercurial Superfly系列足球鞋。

“Nike football has helped to drive great results in our stores online and our football shops with our wholesale partners,” Edwards said. “The players’ response to these boots has been tremendous.”

爱德华兹说：“耐克足球用品提升了我们网上商城以及批发合作伙伴足球用品商店的销售业绩，球员们对上面这些足球鞋的反响十分热烈。”

Nike said that “futures orders,” a gauge closely watched by investors, of overall merchandise set for delivery between July and November was up 11%, indicating that World Cup momentum should continue long after the tournament concludes.

耐克公司表示，投资者密切关注的指标——预定于七月至十一月发货的全部产品“未来订单”量上升了11％，表明世界杯的势头会在赛季结束后很长一段时间里继续得到保持。

Beyond the World Cup, there was plenty of good news for Nike—sales at its stores in the 12 months ending May 31 rose 22%, compared to an 8% rise in its wholesale business, proving that its strategy to build out more of its own stores is paying off. And after years of problems in China, where it opened stores in the wrong places and often encountered product shortages, sales look set to grow by double digit percentages on a regular basis.

除了世界杯之外，耐克还有许多好消息：截至5月31日，它此前十二个月的门店销售额增长了22％，而批发业务增长了8%，证明这家公司增设更多自营店的战略已经初见成效。此前多年，耐克在中国市场一直问题重重：门店选址错误，产品缺货等。不过，如今，耐克在中国市场的销售额两位数的增长似乎将成为一种常态。