Overview
- Adidas reported record net sales, up 13.3% in the first half of 2026, and a reported H1 profit of €6.74 billion driven in part by World Cup-related demand.
- The company increased advertising spend by about €212 million to support World Cup activity and prioritized greater product availability over tighter inventory control.
- Operating margin fell from 9.2% in 2025 to 8.5% in 2026, and Bloomberg reported results below analyst estimates, a shortfall that preceded an approximate 17% drop in Adidas shares.
- CEO Bjørn Gulden said the sales jump validated the availability-focused strategy and expressed satisfaction with demand across running, Originals and football apparel, including gains in China.
- Adidas expects a one-off U.S. tariff rebate of $250–300 million to help near-term cash flow, but the company still faces choices about future promotional spending, inventory levels and investor confidence.