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Adidas NZ returns to profit on RWC

08:30 AEST Sat Jul 7 2012
Adidas New Zealand made a profit last year from buoyant sales during the Rugby World Cup (Getty)
Adidas New Zealand made a profit last year from buoyant sales during the Rugby World Cup (Getty)

Adidas New Zealand, a subsidiary of the world's second-biggest sporting goods maker, returned a profit last year for the first time since 2007 after the Rugby World Cup helped increase sales.

Profit was $3.5 million in the 12 months ended December 31 from a loss of $665,290 a year earlier, according to the company's annual report. Sales increased about 23 per cent to $62.2 million.

"We saw strong demand across all our range, including the All Blacks' product, which certainly benefited from the large number of international tourists visiting the country," David Huggett, e-commerce and business development director for the Pacific region said.

"This contributed to our overall performance."

Adidas is the All Blacks' main sponsor and kit supplier. The German-based company defended claims during the tournament that the team's rugby jersey was selling for half the price overseas. New Zealand's recommended retail price was $220, while the jersey could be ordered online in the US for about $100.

Rebel Sport's managing director Rod Duke gained public support after he publicly criticised Adidas over the high price tag, knocking $50 off the price.

"We are Adidas's biggest customer in New Zealand and we enjoyed pretty buoyant sales during the period," Duke told BusinessDesk. "The stand out item was the jumper."

Profit for Adidas's German-based parent increased 18.2 per cent to 671 million euros ($NZ1.03 billion), while sales in New Zealand outpaced the global group, whose total sales climbed 11.3 per cent to 13.3 billion euros.

On a regional basis, sales in Asian markets, including New Zealand and Australia, climbed 8 per cent to 2.1 billion euros.