Adidas has broken its sales record. The company reported revenues up 15% year-on-year for the second quarter of 2026, on a constant currency basis, to \u20ac6.7 billion on Thursday. Second-half revenues rose 14% to \u20ac13.3 billion.<\/p>\n
Despite the beat, Adidas\u2019s operating profit came in at \u20ac574 million, below expectations of \u20ac623 million. This was predominantly down to the brand\u2019s major World Cup marketing spend<\/a>, which ate into the quarter\u2019s margin. Analysts had hoped for stronger returns, with shares falling 19% following the announcement.<\/p>\n The company raised its revenue outlook to 9-10% growth for fiscal 2026, from an initial estimate in the high-single digits; its operating profit projection remains the same, expected to reach about \u20ac2.3 billion.<\/p>\n \u201cBusiness in the quarter was unbelievably strong: 14% growth in this volatile environment and an operating profit of \u20ac574 million, despite us spending \u20ac212 million more on marketing,\u201d CEO Bj\u00f8rn Gulden said in the earnings release. \u201cThis underlines the current strength of both the brand and our products, and shows what a fantastic job our people around the world are doing.\u201d<\/p>\n In the second quarter, apparel revenues increased 35%, with double-digit growth in the Football and Originals categories. \u201cThe growth related to the World Cup was also accelerated by us increasing product availability in the interest of our consumers and retail partners versus optimizing inventories,\u201d Gulden said. Footwear revenues were up 1%, while accessories were up 20% in the quarter.<\/p>\n By region, Europe revenues were up 6% in Q2 to \u20ac2.1 billion. North America was up 17% to \u20ac1.5 billion, Greater China was up 15% to \u20ac953 million, and Japan and South Korea combined were up 18% to \u20ac376 million. Latin America revenues were up 28% to \u20ac907 million, while emerging markets rose 12% to \u20ac848 million.<\/p>\n \u201cBeing the CEO of Adidas is a privilege, but being the CEO of Adidas during a World Cup is even better,\u201d Gulden told investors. \u201cI am so proud of what our teams around the world achieved. I do not think we could have scripted it better.\u201d Gulden highlighted the brand\u2019s Backyard Legends marketing campaign, which featured entertainers and athletes including Timoth\u00e9e Chalamet, Messi and Bad Bunny, as well as the success of two Adidas teams, Spain and Argentina, making the final. Despite the impact of World Cup marketing spend on profits, the brand was one of the most talked-about<\/a> of the tournament.<\/p>\n Adidas also announced that Birgit Kretschmer will succeed Harm Ohlmeyer as CFO, effective September 1.<\/p>\n \u201cThanks to the great job our people are doing, the heat of the brand, the strong global sell-through and the exciting product pipeline, we feel confident that the momentum will continue,\u201d Gulden said. \u201cAll the things we can control look positive, but we will continue to be flexible knowing all the external uncertainty around us.\u201d<\/p>\n More from this author:<\/p>\n How Jeanerica Is Taking Scandi Denim Global<\/a><\/p>\n Moncler Revenues Rise 5% in Q2, Beating Expectations<\/a><\/p>\n Reformation Spoofs<\/a> The Big Short\u2019s Bathtub Scene to Seduce Investors<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Adidas has broken its sales record. The company reported revenues up 15% year-on-year for the second quarter of…\n","protected":false},"author":2,"featured_media":64442,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21254],"tags":[21290,21633,22733,4604],"class_list":["post-64441","post","type-post","status-publish","format-standard","has-post-thumbnail","category-adidas","tag-adidas","tag-earnings","tag-financial-results","tag-latest"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/64441","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=64441"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/64441\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media\/64442"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media?parent=64441"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/categories?post=64441"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/tags?post=64441"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}