German giant Adidas is planning its biggest-ever advertising campaign as it looks to reclaim the title of the world's largest sportswear manufacturer.
Nike is currently able to boast that it is the world's predominant sports brand, but Adidas has promised its "most ambitious" promotional drive ever in 2015, after admitting it needed to invest more in the battle for global supremacy.
"It is with disappointment that after such a great summer of sport, I have to report that our group has not been able to meet the high expectations we laid out. We take full responsibility to rectify our shortfalls swiftly," said chief executive Herbert Hainer.
"We need to raise our game. I'm a striker and I want to win. It is obvious that we will have to go back to the training ground."
He added that Adidas would be increasing its marketing budget by 13% to 14% of sales, which could equate to up to €200m (£159m) of extra ad spending.
The announcement comes in Adidas' second quarter results, which saw retail sales increase by 22% on the back of a strong World Cup performance.
However, despite a decent showing at the World Cup, Adidas has recently had to lower its performance outlook, citing tension in Eastern Europe as one of the main reasons for lowering its target for the year.
Russia has recently been hit with a fresh batch of sanctions by the US and EU, with the intention of damaging its economy.
In light of this, Adidas has decided to "significantly reduce" its strategic operations in the country, and will open fewer stores in the region over the next year.
In the World Cup tournament in Brazil, Adidas sold more than 14m of the official 'Brazuca' ball and over 8m football jerseys. Adidas kitted out nine World Cup teams, including champions Germany as well as Argentina and Colombia.
After the World Cup, Adidas expected net profits of between €820m-930m but it has since drastically lowered its forecast to approximately €650m for the year.