In an interview with Reuters in London, Nike’s Chief Executive Mark Parker said newproducts and a marketing blitz at this summer’s FIFA World Cup will help it continue to gain market share in soccer

Parker said that overall Nike is seeing a “long gradual” recovery but is taking taking market share from competitors and seeing a
“slight improvement” in orders. This includes a “significant” pick-up in
soccer-related footwear, clothing and equipment.

“Were 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 were creating and the
presence we will have,” Parker said in an interview.

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, Nike will unveil kits for the 10 teams it is sponsoring at the World Cup finals in South Africa, which start in June. Nike bought England team sponsor Umbro in 2007 and in 2008 gained sponsorship of the French team starting in 2011. It also sponsors Brazil, Portugal and Holland.