We’re one day into the new spring season, but we’re already looking ahead 83 days. Not to the first day of summer, but the start of the 2014 FIFA World Cup.
Scheduled to be held June 12 through July 13 in Brazil, the World Cup draws fans from across the globe who have the reputation of being among the most virulent in any sport. And the World Cup soccer games are seen by more fans worldwide than the Super Bowl or World Series. (Outside of the United States this is the real football).
And its big business, too. Brazil is expected to reap a cool $11 billion from hosting the World Cup. According to the World Federation of Sporting Goods Industry, the World Cup is expected to boost sales of athletic wear 3.5% worldwide this year.
As the World Cup tournament progresses, expect to see heightened national pride that will appear in many forms.
Havaianas, the Brazilian footwear brand, plans to get its foot in the door for team-related merchandise. Its Teams Collection will premiere in May a few weeks before the start of the World Cup and includes 18 styles including Spain, Italy, USA, and of course, Brazil, with each country’s flag emblazoned on the strap.