Adidas Reports 14% Revenue Growth in Q2 Driven by FIFA World Cup Demand
Adidas reported second-quarter net sales of €6.74 billion for the three months ending June 30, a 14% increase year-on-year on a currency-neutral basis and marking its highest quarterly revenue to date. The growth was primarily driven by strong demand linked to the FIFA World Cup 2026 as well as performance in key product categories like football and running. Direct-to-consumer sales rose sharply by 25%, with e-commerce up 27% and own-retail revenue increasing 23%. Operating profit climbed 5% year-on-year to €574 million, while net income from continuing operations grew 6% to €398 million. Adidas raised its full-year guidance for currency-neutral revenue growth to between 9% and 10%, up from a previous high-single-digit forecast. The company also maintained an operating profit projection of approximately €2.3 billion, excluding potential U.S. tariff refunds estimated at $250–$300 million. Regional performance was robust across Greater China (up 15%), North America (up 17%), Latin America (up 28%), and Japan/South Korea (up 18%). The CEO, Bjørn Gulden, credited the success to a strong marketing campaign called 'Backyard Legends' that resonated with football culture. Adidas also announced an executive change as Birgit Kretschmer will join the board in September 2026 and succeed Harm Ohlmeyer as CFO by year-end.
Topics: Direct-to-Consumer Sales FIFA World Cup Demand Revenue Growth