According to Die Welt, the news of tougher sanctions against Russia has caused serious concern among German companies. Businessmen fear "the deterioration of the economic situation in Russia as a whole, which may affect the volume of exports of German products." In 2013, Germany supplied Russia with goods worth 36,1 billion euros.
Another problem for foreign manufacturers was the fall of the ruble, which is why foreign companies, including Puma and Adidas, are already losing profits. Russia is one of the most important sales markets for Adidas and other companies.