Adidas Struggles Amid World Cup Boost as Profits Fall Short | Sports-Games
Revenue grew 14% as World Cup demand and retro styles lifted sales, but operating profit missed estimates after marketing spending rose 30%.
- Adidas raised its annual revenue growth guidance to 9% to 10%, citing strong demand during the June FIFA World Cup. Quarterly revenue grew 14% to €6.74 billion, surpassing analyst projections of €6.63 billion.
- The company increased marketing spending by 30% to support campaigns for 14 sponsored national teams during the tournament. Adidas retail foot traffic spiked 44.7% during the first full week of World Cup group-stage action, according to Placer.
- Adidas shares tumbled more than 17% in Frankfurt after operating profit rose 5% to €574m, missing the €623 million consensus. Felix Jonathan Dennl, analyst at Frankfurt-based Metzler, cited an "8% EBIT miss" and Chief Financial Officer Harm Ohlmeyer's exit as factors.
- Ohlmeyer will not extend his contract, prompting Adidas to appoint Birgit Kretschmer as the new Chief Financial Officer at year-end. This leadership transition contributed to negative investor sentiment alongside the profit shortfall.
- Investors hope new styles will sustain momentum as popularity for Samba and Gazelle sneakers fades. CEO Bjorn Gulden emphasized "increasing product availability" to maintain competitive edge against Nike.
31 Articles
31 Articles
After the World Cup, Adidas corrects its revenue targets upwards. Nevertheless, the company's share price collapses massively. Chief Executive Officer Gulden is at a loss.
The company's sales increased during the tournament, but heavy advertising spending reduced profits more than expected.
Adidas' share is one of the biggest losers in the DAX according to quarterly figures. Although the sporting goods manufacturer benefits from a strong business around the World Cup. Investors, however, had expected more.
It recognizes an increase in the advertising cost of more than 200 million, in a competition that has also made its revenues take offSpain wins its second world championship: the last dance was collective Adidas collapses by 18% in the Frankfurt Stock Exchange, at half session this Thursday, despite achieving a net profit of 837 million euros in the first semester of 2026, almost 5% more than in the same period last year. The motive, the high in…
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