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Adidas financial performance and market trends

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2026-08-10 13:52 UTC → 2026-08-12 09:31 UTC · added ~~removed~~

Adidas has experienced varying financial results across different markets and timeframes. During the 2026 FIFA World Cup period, the company saw a 13% revenue increase to approximately €6.7 billion, driven by sales of jerseys, balls, and running gear. However, operating margins fell to 8.5% from 9.2% due to a sharp rise in advertising outlays, including €212 million specifically for World Cup campaigns. This earnings miss led to a significant sell-off, with shares dropping between 17% and 18%. Despite these higher costs, the firm lifted its currency-adjusted full-year growth outlook to 9-10%. In contrast, Adidas España reported a recovery in its 2025 annual results, posting a profit of 18.3 million euros compared to a loss of over 11 million euros in 2024. The Spanish division's business volume grew by 6.4% to 725.8 million euros, supported by strong demand for footwear and positive results from sponsored entities like Real Madrid. Looking toward 2026, the Spanish branch anticipates sales growth while maintaining a focus on market stability.

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