世界杯雙語(yǔ)閱讀：耐克Vs.阿迪達(dá)斯

在世界杯比賽中，各個(gè)球隊(duì)的球員一般都身著耐克、或者阿迪達(dá)斯等國(guó)際品牌的運(yùn)動(dòng)服。那么在本屆世界杯比賽中，耐克和阿迪達(dá)斯，誰(shuí)更加占上風(fēng)呢？下面的雙語(yǔ)閱讀新聞將為同學(xué)們作詳細(xì)解答。

Germany might have beaten the U.S. in a World Cup game on Thursday, but American sportswear maker Nike NKE 0.51% says it is beating German rival Adidas and others off the field in stores thanks to the tournament.

雖然上周四德國(guó)隊(duì)在世界杯比賽中擊敗了美國(guó)隊(duì)，但美國(guó)運(yùn)動(dòng)服裝制造商耐克（Nike）稱，借著世界杯的東風(fēng)，耐克正將德國(guó)競(jìng)爭(zhēng)對(duì)手阿迪達(dá)斯（Adidas）及其它品牌打得落花流水。

Nike reported that global sales of its namesake products rose 13% last quarter, including an 18% jump in Europe, where the Beaverton, Oregon-based company has been eating away at its smaller competitor’s market share in its home market.

此前，總部位于美國(guó)俄勒岡州比弗頓的耐克發(fā)布財(cái)報(bào)稱，公司的同名產(chǎn)品在全球的銷售額上季度同比攀升了13％，其中在歐洲的漲幅為18％。阿迪達(dá)斯相對(duì)耐克規(guī)模較小，現(xiàn)如今耐克正在進(jìn)一步蠶食阿迪達(dá)斯的主場(chǎng)——歐洲的市場(chǎng)份額。

Nike is now seriously challenging Adidas’ status as the world’s largest seller of soccer gear. (Nike had 14.1% of the global sportswear/footwear market compared to 9% for Adidas, according to Euromonitor.)

耐克正在真刀真槍地挑戰(zhàn)阿迪達(dá)斯作為全球最大足球裝備賣(mài)家的地位。【據(jù)英國(guó)信息咨詢公司歐睿（Euromonitor）稱，耐克在全球運(yùn)動(dòng)服飾/鞋類市場(chǎng)中占據(jù)了14.1％的份額，而阿迪達(dá)斯的市場(chǎng)份額為9％�！�

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According to a Reuters report, earlier this week, Adidas CEO Herbert Hainer said that his company would reach its target of $2.72 billion in soccer gear sales in 2014 with the help of World Cup performances by the star players it sponsors, maintaining its lead over Nike’s $2 billion soccer haul.

路透社（Reuters ）有報(bào)道稱，上周早些時(shí)候，阿迪達(dá)斯首席執(zhí)行官赫伯特•海納表示，憑借公司所贊助的明星球員在世界杯上的出色表現(xiàn)，它2014年將實(shí)現(xiàn)27.2億美元的足球用品銷售額目標(biāo)，繼續(xù)領(lǐng)先于耐克20億美元的銷售額。

But Nike executives told investors that its gear is dominating the World Cup, giving it a visibility that will spur future sales and shrink that gap with Adidas.

但耐克的高管向投資者表示，它的裝備正在稱霸世界杯。這將提升該公司知名度，刺激未來(lái)的銷售，縮小與阿迪達(dá)斯在這方面的差距。

Nike brand president Trevor Edwards claimed on a conference call that there are more World Cup players wearing Nike than all other brands put together. What’s more, he said, one-third of World Cup players are running on the fields in the company’s Magista or Mercurial Superfly football (soccer) boots.

耐克品牌全球總裁特雷弗•愛(ài)德華茲在電話會(huì)議上表示，在世界杯上穿著耐克的球員人數(shù)，比穿著其他品牌的球員總?cè)藬?shù)還多。愛(ài)德華茲還表示，更重要的是，有世界杯賽場(chǎng)上，有三分之一的球員腳踏耐克的Magista或Mercurial Superfly系列足球鞋。

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“Nike football has helped to drive great results in our stores online and our football shops with our wholesale partners,” Edwards said. “The players’ response to these boots has been tremendous.”

愛(ài)德華茲說(shuō)：“耐克足球用品提升了我們網(wǎng)上商城以及批發(fā)合作伙伴足球用品商店的銷售業(yè)績(jī)，球員們對(duì)上面這些足球鞋的反響十分熱烈。”

Nike said that “futures orders,” a gauge closely watched by investors, of overall merchandise set for delivery between July and November was up 11%, indicating that World Cup momentum should continue long after the tournament concludes.

耐克公司表示，投資者密切關(guān)注的指標(biāo)——預(yù)定于七月至十一月發(fā)貨的全部產(chǎn)品“未來(lái)訂單”量上升了11％，表明世界杯的勢(shì)頭會(huì)在賽季結(jié)束后很長(zhǎng)一段時(shí)間里繼續(xù)得到保持。

Beyond the World Cup, there was plenty of good news for Nike—sales at its stores in the 12 months ending May 31 rose 22%, compared to an 8% rise in its wholesale business, proving that its strategy to build out more of its own stores is paying off. And after years of problems in China, where it opened stores in the wrong places and often encountered product shortages, sales look set to grow by double digit percentages on a regular basis.

除了世界杯之外，耐克還有許多好消息：截至5月31日，它此前十二個(gè)月的門(mén)店銷售額增長(zhǎng)了22％，而批發(fā)業(yè)務(wù)增長(zhǎng)了8%，證明這家公司增設(shè)更多自營(yíng)店的戰(zhàn)略已經(jīng)初見(jiàn)成效。此前多年，耐克在中國(guó)市場(chǎng)一直問(wèn)題重重：門(mén)店選址錯(cuò)誤，產(chǎn)品缺貨等。不過(guò)，如今，耐克在中國(guó)市場(chǎng)的銷售額兩位數(shù)的增長(zhǎng)似乎將成為一種常態(tài)。

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