Full Breakdown
Adidas Raises 2026 Sales Outlook as Shares Plunge 19%
7/30/2026, 9:47:46 PM
Core Event
On July 30, Adidas AG announced a lift in its full-year currency-adjusted revenue growth forecast to 9%-10% for 2026, while keeping its operating-profit target at €2.3 billion. The update came after a quarterly profit miss that sent the stock down 19% in a single day—the steepest one-day decline since the company’s 1995 listing. CEO Björn Gulden said he was surprised by the market reaction and emphasized that the guidance remained “conservative” and not driven by short-term profit optimisation.
Data & Statistics
- Quarterly revenue rose 14% (currency-adjusted) to €6.74 billion, beating the €6.63 billion internal forecast.
- Operating profit for the April-June period increased 5% to €574 million, below the analyst consensus of €623 million.
- Marketing spend jumped 30% year-over-year, a factor cited as weighing on margins.
- Shares were down 18.7% at the close of trading, marking a record one-day fall.
Official Statements & Responses
- Adidas announced the appointment of Birgit Kretschmer as chief financial officer, set to replace Harm Ohlmeyer at year-end.
Verbatim Quotes
- “I see the share price and I don't know what the misunderstanding is.” — Deutsche Bank
