Nike says to win soccer World Cup vs Adidas

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Nike, the world's largest sporting goods maker, will extend its lead in sales of soccer-related products over Adidas helped by new products and a marketing blitz at this summer's FIFA World Cup, its chief executive said.

Mark Parker also told Reuters on Wednesday that consumer confidence remained fragile and forecast a "long gradual" recovery.

However, he added that Nike was taking market share from competitors and seeing a "slight improvement" in orders, including a "significant" pick-up in soccer-related footwear, clothing and equipment.

"We're entering a period where we are going to extend our leadership further (in soccer). So the World Cup is a great opportunity to see that happen, certainly (with) the product we're creating and the presence we will have," he said in an interview.

Parker did not give market share or soccer sales figures for Nike.

Parker was speaking as Nike kicked off its World Cup campaign with the launch of the latest incarnation of its hi-tech Mercurial soccer boot and a new addition to its Nike Football+ online soccer training tool.

On Thursday, the US group famed for its swoosh logo and "Just Do It" slogan will unveil kits for the 10 teams it is sponsoring at the World Cup finals in South Africa, which start in June.

Nike, the undisputed market leader in athletics and basketball, has been stepping up its presence in soccer, which is the world's most popular sport and expanding rapidly in developing markets.

It bought England team sponsor Umbro in 2007 and a year later wrestled sponsorship of the French team -- starting in 2011 -- from Adidas to add to a stable which also includes Brazil, Portugal and Holland.

However, it has a fight on its hands.

Long-time market leader Adidas is sponsoring 12 of the 32 World Cup finalists, as well as the event itself, and also is providing kits for FIFA officials, and providing match balls.

The German group, whose teams include Argentina, Germany, Spain and hosts South Africa, also has said it expects record sales of soccer-related products this year, beating its previous high-mark of 1.3 billion euros (USD 1.8 billion) in 2008.