Adidas spent more heavily on marketing during the period, with marketing and point-of-sale expenses up 30%, with a focus on the World Cup. “Being the CEO of Adidas during a World Cup is even better. This World Cup was like a fairy tale for me! On a call with analysts Thursday, the chief executive noted that consumers tend to buy more apparel products surrounding stadium events such as the World Cup versus footwear. Increased marketing spend to capitalize on the World Cup did eat into Q2’s operating margin, however, according to Telsey Advisory Group analysts.