Adidas confirms 2026 outlook and warns of volatile market conditions

13 articles · Updated · The Wall Street Journal · Apr 29

Adidas projects a high-single-digit percentage sales increase and €2.3 billion operating profit for 2026, with Q1 net sales rising 7.1% to €6.59 billion, surpassing analyst expectations.
Quarterly operating profit reached €705 million and net profit climbed 13% year-on-year to €482 million, despite ongoing economic uncertainty and heavy discounting in lifestyle footwear markets.
CEO Bjorn Gulden expressed hope for market stabilization but cautioned that discounting trends are beyond Adidas's control, reflecting persistent challenges in the global retail environment.

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