Adidas shares rise on guidance increase after surprise earnings statement

On Wednesday, Adidas shares surged nearly 3% following the German sportswear company's revelation of a higher annual profit forecast. Unprompted earnings disclosed on Tuesday prompted the boost. Anticipating €2.5 billion in operating profit for the year, up from the previously projected €2.3 billion, the company cited two key factors in its update: a €200 million US tariff refund in the third quarter and a planned €100 million reinvestment in the fourth quarter.

Analysts lauded the surprise announcement as evidence of Adidas' ongoing market share growth and profitable expansion despite a difficult market climate. Metzler analysts explained, "Although the higher forecast mostly reflects the one-off US tariff refund, Adidas still benefited from improved full-price sell-through during the quarter."

Moreover, the company's investment in new styles, such as the release of its lightest racing shoe, the Adizero Adios Pro Evo 3, which aided Kenyan runner Sabastian Sawe in breaking the two-hour marathon barrier in April, appeared to be paying off. This innovation is expected to drive upgrades of around 4% to operating profit expectations.

Adidas had initially aimed to capitalize on a strong World Cup performance to outperform Nike and other competitors. However, the company delivered a post-World Cup revenue outlook that fell short of market expectations in July. The footwear lifestyle segment, facing challenges like excess inventory and discounting, is anticipated to normalize soon, according to Adidas CEO Bjorn Gulden in a statement on Tuesday.