Dax-Konzern: Adidas rechnet in Europa im Jahresendspurt wieder mit Wachstum

Munich – The German sportswear company Adidas expects growth in Europe during the final stretch of the year. The company's second-largest market anticipated a high single-digit percentage growth for the continent in the fourth quarter, the report stated on Thursday from Herzogenaurach. In the previous third quarter, Europe was the only region where Adidas' revenue declined by four percent.

In all other markets, Adidas boosted the business with double-digit growth rates. In Europe, the strategy has proven particularly successful, giving out less stock from the wholesale to the retail, particularly to avoid the discount war in the leisure footwear market, Adidas explained. Additionally, shipments to wholesale had been postponed due to the change in inventory management systems in parts of Europe from September to October.

Summer sales for shoes and apparel were drastically different. While shoe sales remained stagnant, apparel sales for sports and leisure clothing grew by 19 percent. Adidas only increased sales by two percent through wholesale, while direct sales through online channels and own stores rose by 17 percent. In the previous week, the company had revealed its third-quarter figures and raised the operating profit forecast for the current year to 2.5 billion euros from 2.3 billion euros.

"With everything we have achieved this year and what is still on our pipeline, we are confident that we will achieve nearly 2.5 billion euros in revenue growth this year and increase the operating profit to around 2.5 billion euros this year. We are super-positioned for 2026 – and for 2027 as well," said CEO Björn Gulden.