Timoth\u00e9e Chalamet-fronted World Cup campaign<\/a> \u201cbrought back the love\u201d for soccer among fans.<\/p>\nOfficial FIFA sponsor Adidas, which also sponsored 14 national team jerseys, sold four times more jerseys and twice as many balls as it did during the 2022 Qatar World Cup, generating event-related sales of around $1.7 billion (\u20ac1.5 billion).<\/p>\n
\u201cThis World Cup was like a fairy tale for me,\u201d Gulden said in a statement to shareholders. <\/p>\n
However, despite bumper numbers and an Oscar-worthy ad, shares tumbled by 17% on Thursday (July 30), after the bolstered marketing investment weighed heavily on profits and disappointed investors.<\/p>\n
The business boosted its full-year revenue growth guidance to 9-10%, but its profit guidance remained unchanged at around $2.6 billion (\u20ac2.3 billion).<\/p>\n
Revenues rose double-digit in all regions, except Europe. Apparel revenues grew 35% in the quarter, while footwear sales increased 1% and lifestyle sales were up 2%.<\/p>\n
The World Cup has emerged as a bright spot this earnings season, with McDonald\u2019s and Unilever also crediting it for driving stronger sales and marketing returns.<\/p>\n
Key quote<\/p>\n
\u201cOur marketing campaign, \u2018Backyard Legends,\u2019 brought back the love for the game the way we used to play it in the streets,\u201d said Gulden.<\/p>\n
\u201cThe products with jerseys, culture wear, footwear, and balls showcased what Adidas football should look like, and we also sold much more than ever before. Seeing two of our teams, Argentina with Messi and Spain with Lamine Yamal, playing the final was unbelievable,\u201d he added.<\/p>\n
\u201cThat they played with our Adidas Trionda ball and that also the referees for the first time in history wore Three Stripes came on top. We could not have looked and performed better. I think even Adi Dassler would have been proud.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"The numbers 14% \u2013 year-on-year revenue growth in Q2, with net sales reaching a record $7.7 billion (\u20ac6.74…\n","protected":false},"author":2,"featured_media":64223,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21254],"tags":[21290,48852,33953,284],"class_list":["post-64222","post","type-post","status-publish","format-standard","has-post-thumbnail","category-adidas","tag-adidas","tag-earnings-reports","tag-fashion-news","tag-world-cup"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/64222","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/comments?post=64222"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/64222\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media\/64223"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media?parent=64222"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/categories?post=64222"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/tags?post=64222"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}