For the quarterly period concluding June 30, 2026, Adidas announced net sales of €6.7 billion, approximately $8.90 billion. This performance represents a 13 per cent increase year-over-year in euro terms and a 14 per cent rise on a currency-neutral basis. These Adidas financial results represent the highest record quarterly revenue in the history of the company.
Executive Commentary on Brand Momentum
Bjorn Gulden, chief executive officer of Adidas, stated that the business during the quarter was “unbelievably strong.” He noted that the 14 per cent currency-neutral growth was achieved despite a volatile market environment. Gulden highlighted that the operating profit reached €574 million, even with an additional marketing expenditure of €212 million. According to the CEO, these figures underline the current strength of the brand and its product portfolio while reflecting the efforts of the global workforce.
Financial Performance and Margin Expansion
The company’s operating profit grew by 5 per cent to reach €574 million, while net income from continuing operations saw a 6 per cent rise to €398 million. The gross margin improved by 0.8 percentage points, reaching 52.5 per cent. This expansion was attributed to healthy full-price sales and an advantageous channel mix, though it was slightly tempered by increased freight costs and higher US tariffs. Basic and diluted earnings per share from continuing operations were reported at €2.10.
Channel and Regional Growth Drivers
A significant driver for the quarter was the direct-to-consumer growth, which saw a 25 per cent increase on a currency-neutral basis. Within this channel, e-commerce sales rose by 27 per cent, while own retail stores grew by 23 per cent. On a regional level, double-digit growth was observed across most markets:
- Latin America led with a 28 per cent increase.
- Japan and South Korea grew by 18 per cent.
- North America saw a 17 per cent rise.
- China reported 15 per cent growth.
- Emerging Markets increased by 12 per cent.
- Europe recorded a 6 per cent rise in sales.
Wholesale revenues increased by 6 per cent, a figure that reflects a conservative approach to sell-in within the European market due to ongoing promotional activities in the region.
Product Category Highlights
The global apparel sales for the company surged by 35 per cent on a currency-neutral basis, with the Football and Originals categories leading the demand. Contributions also remained strong from the Running, Training, Motorsport, and US Sports divisions. Overall performance business revenues grew by 39 per cent. While footwear revenues saw a modest edge of 1 per cent, the accessories category climbed by 20 per cent. This diverse demand across categories contributed significantly to the overall Adidas financial results.
Updated Outlook for the Remainder of 2026
Based on the strong performance seen in the Adidas Q2 2026 Revenue report, the company has upgraded its full-year guidance. Adidas now forecasts currency-neutral growth of 9-10 per cent for the full year 2026, an increase from the previous high-single-digit projection. The organization expects the total annual operating profit to reach approximately €2.3 billion.
Management intends to maintain elevated investments in marketing and distribution to sustain brand momentum. Supported by a robust product pipeline and strengthened retailer relationships, the company remains confident in its ability to achieve its record quarterly revenue targets and maintain an above-industry growth trajectory despite macroeconomic challenges. The brand continues to leverage significant “brand heat” following the recent World Cup to drive the global apparel sales and direct-to-consumer growth required to meet its year-end objectives.
