Overview
- On July 30, 2026 Adidas posted record second-quarter net sales of €6.74 billion, a 14% currency-neutral increase, and raised its full-year sales guidance to 9–10% while keeping the operating profit target at €230 million.
- Apparel sales surged 35% to €2.72 billion and were the main growth driver for the quarter.
- Footwear sales grew just 1% to €3.5 billion, with lifestyle footwear under pressure from heavy retailer discounting that management said was particularly acute in Europe.
- Operating profit rose 5.1% to €574 million but produced an 8.5% margin that missed market expectations, a shortfall investors linked to higher World Cup marketing spend and deeper retailer markdowns.
- The results show clear top-line momentum led by apparel and most overseas markets, but they also flag margin risk and a need to stabilise footwear pricing and inventory, which could affect near-term investor sentiment and company profit plans.