{"id":64329,"date":"2026-07-30T15:44:31","date_gmt":"2026-07-30T15:44:31","guid":{"rendered":"https:\/\/www.europesays.com\/germany\/64329\/"},"modified":"2026-07-30T15:44:31","modified_gmt":"2026-07-30T15:44:31","slug":"world-cup-drives-adidas-revenue-but-stock-plummets-record-19","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/germany\/64329\/","title":{"rendered":"World Cup Drives Adidas Revenue, but Stock Plummets Record 19%"},"content":{"rendered":"

\n\tAdidas<\/a> dominated the World Cup<\/a> as the sponsor of the final two teams, Spain and Argentina, the match-day ball, and even the referees. The quadrennial event pushed revenue to a quarterly record of \u20ac6.7\u00a0billion ($7.7 billion based on current exchange rates), and the German sports giant raised its year-end revenue forecast.<\/p>\n

\n\t\u201cBeing the CEO of Adidas is a privilege,\u201d Adidas boss Bj\u00f8rn Gulden said when announcing the company\u2019s second-quarter results on Thursday. \u201cBeing the CEO of Adidas during a World Cup is even better.\u201d<\/p>\n

\n\tYet the market severely punished Adidas\u2019 stock, sending shares down 19% mid-day in Germany, which would mark the biggest one-day fall since it went public in 1995. The problem was on the expense side, which came in more than $200 million ahead of expectations. Marketing expenses rose $243 million, with campaigns tied to the FIFA event, resulting in operating income of \u20ac574\u00a0million ($660 million), versus expectations of $770 million.<\/p>\n

\n\t\u201cStrong Q2 growth momentum underpinned an impressive gross profit beat,\u201d wrote Jefferies analyst James Grzinic in a post-earnings research note. \u201cUnhelpfully for the shares today, this was more than paired back by a remarkable hike in [operating expenses].\u201d<\/p>\n

\n\tAdidas\u2019 revenue rose 13% for the quarter\u2014it was 14% currency neutral. Annual revenue is expected to grow between 9% and 10%, up from prior guidance of high-single digits.<\/p>\n

\n\tThe performance business surged 39%, fueled by strong growth in soccer, running and training footwear. Gulden said it compensated for a \u201cweaker and more difficult lifestyle footwear market.\u201d Lifestyle faced pressure from heavy discounting at many retailers, especially in Europe. Overall footwear revenue of \u20ac3.5\u00a0billion ($4.2 billion) was flat.<\/p>\n

\n\tApparel revenue surged 34% to \u20ac2.7\u00a0billion ($3.1 billion). The company said double-digit growth in soccer and Original apparel was complemented by \u201cstrong increases\u201d in running training, motorsport and U.S. sports.<\/p>\n

\n\tEurope is the largest region for Adidas sales, accounting for nearly one-third of the company\u2019s business. It also had the slowest growth of any geography at a 6% increase during the quarter. Latin America was the top performer, up 35%, followed by Greater China<\/a> (19%) and North America (14%).<\/p>\n

\n\tAdidas shares have rallied since their April lows but are now down 12% for the year after Thursday\u2019s fall.<\/p>\n","protected":false},"excerpt":{"rendered":"Adidas dominated the World Cup as the sponsor of the final two teams, Spain and Argentina, the match-day…\n","protected":false},"author":2,"featured_media":64330,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21254],"tags":[21290,89,284],"class_list":["post-64329","post","type-post","status-publish","format-standard","has-post-thumbnail","category-adidas","tag-adidas","tag-china","tag-world-cup"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/64329","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=64329"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/64329\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media\/64330"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media?parent=64329"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/categories?post=64329"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/tags?post=64329"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}