UPDATE 2-Puma counts on World Cup to kick start sales

* Q3 EBIT down 21.6 pct at 98 mln eur vs Rtrs poll 101 mln

* Q3 net earnings fall 24 pct to 68 mln eur vs poll 71 mln

* Expects FY sales to fall by low- to mid-single-digit rate

* Expects boost from soccer World Cup in 2010

* Shares rise 2.6 percent, outperform MDAX (Adds share price, detail and background)

By Eva Kuehnen

FRANKFURT, Nov 9 (Reuters) - Puma (PUMG.DE) is hoping next year's soccer World Cup in South Africa will jolt consumers out of a lethargy the German sports goods maker expects to last at least until the end of this year.

The world's number three behind Nike (NKE.N) and cross-town rival Adidas (ADSG.DE) said on Monday the market environment would remain challenging in the fourth quarter, but it still expected to post a profit.

Its third-quarter net earnings fell by almost a quarter, broadly meeting analysts' expectations.