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Adidas CEO apologizes for pink boots, raises guidance.

7/31/2026

27 4 Full Breakdown

Summary

Story summary

Bjorn Gulden (Adidas CEO) apologized for the pink boots in 2026 World Cup, saying it was a coincidence and that Adidas had no visibility into rivals’ plans.
Adidas raised its 2026 revenue growth guidance to 9-10 percent, kept its €2.3 billion profit target and saw shares fall nearly 18 percent on the earnings day.
Gulden pledged variety in boots when the club season resumes in August after players chose pink for confidence.

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Story summary

Bjorn Gulden (Adidas CEO) apologized for the pink boots in 2026 World Cup, saying it was a coincidence and that Adidas had no visibility into rivals’ plans.
Adidas raised its 2026 revenue growth guidance to 9-10 percent, kept its €2.3 billion profit target and saw shares fall nearly 18 percent on the earnings day.
Gulden pledged variety in boots when the club season resumes in August after players chose pink for confidence.