Adidas posted a strong first-half performance in 2026, reporting a 21% year-over-year increase in net profit to €968 million, driven by solid consumer demand and higher sales across most markets and product categories.
The German sportswear giant increased revenue by 9% to €13.33 billion during the first six months of the year and raised its sales outlook for the remainder of 2026.
World Cup boosts brand momentum
Second-quarter revenue reached €6.74 billion, exceeding market expectations. Operating profit rose to €574 million, although growth was moderated by higher marketing investments, particularly those linked to the 2026 FIFA World Cup.
CEO Bjørn Gulden said strong brand momentum and consumer demand continued to support growth, highlighting the company’s retro-inspired collections and football business as key performance drivers.
Sales forecast upgraded
Following the stronger-than-expected first half, Adidas raised its full-year guidance and now expects constant-currency sales growth of between 9% and 10%, compared with its previous forecast of high single-digit growth.
The company maintained its operating profit target of approximately €2.3 billion for 2026.
CFO transition announced
Adidas also confirmed a leadership change in its finance department. Birgit Kretschmer will succeed Harm Ohlmeyer as Chief Financial Officer later this year after Ohlmeyer announced his decision to step down.
The results underline how the combination of strong brand demand, football-related sales, and the commercial impact of the FIFA World Cup has continued to strengthen Adidas’ financial performance, despite increased investment in global marketing initiatives.