The popularity of the reigning World Cup champions was foreseen by many stores. Sportswear and accessories featuring the Brazil logo are available not only in high-end outlets but also from street traders and market-stall holders. Some have had the goods on sale since early this year.

At the Siam Paragon shopping complex in Bangkok, a sales assistant at the Puma shop said Brazil T-shirts were selling best. At the Nike shop - the authorised manufacturer of Brazil players' shirts - a salesperson said the shirts sold out shortly after hitting the shelves in April.

Other major brands are offering sportswear for supporters of other national teams.

Puma sells gear for Germany, Argentina, Brazil, Italy, Cameroon and Holland, with its most popular being Brazil, Holland and Italy.

Riding the wave of football fever, prices at Puma range from Bt1,900 to Bt3,900.

The source said the World Cup began boosting business last month, when sales grew by between 20 to 30 per cent.

At the Nike shop, sales have risen over the same period by 30 to 40 per cent.

Nike sells T-shirts and jerseys for Holland, Brazil, Portugal, Mexico and Korea. After Brazil, Mexico has been the most popular, with its T-shirts being the first to sell out.

Nike charges Bt2,650 for team jerseys and Bt1,000 for T-shirts.

In contrast to Puma and Nike, Adidas, which is one of the 15 official sponsors of the World Cup, isn't enjoying the sales boom it expected.

A source at the Adidas store in Siam Paragon said that since launching its World Cup collection, sales haven't measured up to its success during the shopping complex's midnight sales campaign, during which it offered a 15-per-cent discount. The store generated about Bt3 million in sales during the midnight sales.

The source said that although more people are visiting Adidas than nearby shops, he believed it was more a matter of brand loyalty than World Cup fever.

Nevertheless, Adidas' World Cup collection is still selling well, especially the replica footballs at Bt2,800 each. Regular balls sell for between Bt590 and Bt790.

As the official sponsor of 33 football players from various national teams Adidas is also entitled to market the sportswear worn by some of the games biggest idols, with David Beckham merchandise being the most popular.

However, Adidas doesn't have sportswear related to the competition's most popular team, Brazil. Instead, its gear is aimed at fans of Argentina, France, Germany and England.

Products with the Spain logo sold out in short order and Argentina is another best seller at its Siam Paragon store. Adidas is selling T-shirts for Bt600 and team jerseys for Bt2,000.

Nitida Asawanipont, The Nation