Consumer search in stores what you see in the stadiums

The Argentine goalkeeper Sergio Romero is one of the exceptions: opted for a classic black cleats to play the World Cup. In a world marked by flourishing models and printed-sometimes with a foot of each color-, the essentials went out of style. There's even high-top boot. What is seen on the feet of the players is precisely what the consumer searching in stores.
On Centaur, largest network of sporting goods in the country, sales of the models of cleats used by ACEs is with 60% growth compared to the same period last year. In Bayard, growth reaches 70%, says Nasser Mohamad, shoe line manager of the retailer.
Neymar hadn't even premiered his Golden boot from Nike in the match against Chile on Saturday, and sales of the product have already fired. According to Mohamad, there are cases of shops of Bayard, in São Paulo, which sold 20 pairs of the shoe in 15 minutes on Friday.
The same boot used by Neymar sells for $ 1,200. However, the largest volume of sales, says Mohamad, are official replicas that cost between $ 250 and $ 300. "It's the same design but with lower technology", explains Rodrigo Bacher, Managing Director of Paquetá sports.
In Nike stores 59 of Brazil, the Golden boot of Neymar dispute consumer tastes with the model used by the Portuguese Cristiano Ronaldo, who has high pipe, which costs $ 1,300 in its most expensive version. "Consumers looking for this template ' Bootie ' because of the technology. The idea is that the boot is an extension of the athlete's body, as if he were barefoot, "explains Alexandre Alfredo, Director of communications for Nike.
Author of shoe worn by Messi, the German Adidas gambled in the mixture of black, white (resembles a zebra print) with blue and orange stripes. The price ranges from $ 199 to $ 999. "Cleats all black or all white is not seen in this World Cup," says Rodrigo Marquez, Director of the Adidas Cup. "We're Definitely hitting record sales. Is our biggest marketing campaign in history, "he says.
In daring criterion, however, German Puma surpassed the competitors. The shoes of the brand, used by players like Balotelli (Italy), Fabregas (Spain) and Godín (Uruguay) have a blue foot and another rose. João Diago, responsible for Puma football, says the product, which costs from $ 269 on the official website of the brand, is reset and runs out soon then retail.
Sponsor of eight selections of Copa (Nike has 10 and Adidas, 9), Puma also drew attention with his uniform well adjusted to the athletes ' bodies. The model was a success to comment on social networks, says Diago. "We feel quite clearly the involvement of women with the competition. That was very positive for our image, "he says.
It ensures that the uniforms glued of Puma have no aesthetic function, but high performance. The fabric does muscle micromassagens in the players. In addition, prevents them from being pulled by the shirt by opponents during matches.
The shirts adjusted the Puma were brought in limited edition for consumers in Brazil and sold out even before the World Cup starts. Now, the consumer finds only replicas of the uniforms, cheaper and less set in the body.
Adidas let players who sponsors free to choose the size of the uniforms. "Overall, the option of them have been for smaller sizes. It's a vanity that we also see in haircuts, "says Marquez.
Sponsor of the Brazilian national team, Nike estimates that sales of shirts selections between 30% and grow 40 percent in years of World Cup. In retail, the Canarian models that more come out are of type "supporter", which are less fair and less expensive than the type "player," says Mohamad, of Bayard. "It's not every client that is in good shape to use a shirt adjusted, huh?". He has a point.