Adidas Sees Revenue Surge From World Cup, Shares Decline

WHO:

Retail Insight Network - Bjørn Gulden is the CEO of Adidas.

Yahoo Finance - Adidas sponsored 14 national teams at the FIFA World Cup and featured Lionel Messi, Jude Bellingham, Lamine Yamal, Timothée Chalamet, and Bad Bunny in its marketing campaign.

WHAT:

Retail Insight Network - Adidas recorded net sales of €6.74 billion ($7.75 billion) for the second quarter of 2026.

Retail Insight Network - Currency-neutral revenue for Adidas increased by 14% year-on-year.

Yahoo Finance - Operating profit rose 5% to €574 million, while net income from continuing operations increased 6% to €398 million.

Yahoo Finance - Adidas raised its full-year guidance for currency-neutral revenue growth to 9% to 10%.

Yahoo Finance - Marketing and point-of-sale expenses rose to €924 million, or 13.7% of sales.

Retail Insight Network - Direct-to-consumer sales increased 25% on a currency-neutral basis.

Retail Insight Network - E-commerce revenue rose 27%, and own-retail revenue increased 23%.

WHERE:

Retail Insight Network - Sales growth was reported across regions including Greater China, North America, Latin America, and Japan/South Korea.

WHEN:

Retail Insight Network - The revenue figures are for the second quarter of 2026, specifically for the three months to 30 June.

Retail Insight Network - Birgit Kretschmer will join the executive board on 1 September 2026.

WHY:

Retail Insight Network - The increase in revenue was supported by direct-to-consumer performance and demand related to the FIFA World Cup 2026.

Yahoo Finance - Investors were disappointed with the operating profit growth, which did not meet expectations.

HOW:

Retail Insight Network - The performance division contributed significantly to revenue growth, with a 39% increase driven by football and running.

Yahoo Finance - Adidas executed a major marketing campaign to promote its products during the World Cup.

(UPDATED July 31, 2026 13:31 UTC)

Adidas has reported impressive net sales of €6.74 billion, or $7.75 billion, for the second quarter of 2026, with a notable 14% increase in currency-neutral revenue year-on-year. The company saw strong growth across various regions, including Greater China and North America, and raised its full-year guidance for currency-neutral revenue growth to between 9% and 10%. Additionally, marketing expenses surged to €924 million, reflecting the impact of a major campaign featuring stars like Lionel Messi and Timothée Chalamet during the FIFA World Cup.