The German sporting goods manufacturer Adidas started the year 2026 with an exceptionally strong quarter. In the first three months of the year, sales rose by a good 7 percent to around 6.6 billion euros, the Herzogenaurach-based company announced. Adjusted for currency effects, growth was 14 percent. The strong euro reduced revenues by around 350 million euros.
Despite the burden of currency effects and Customs duties operating profit climbed by 15.5 percent to 705 million euros. The market had expected less in terms of both sales and operating results. The profit attributable to shareholders rose by 12.6 percent to 482 million euros.
World Cup should secure annual forecast
Adidas is sticking to its annual forecast: in 2026, sales are expected to grow in the high single-digit percentage range after adjusting for currency effects, which in absolute figures would mean an additional two billion euros. In 2025, the brand’s revenue increased by 13 percent, adjusted for currency effects, to 24.8 billion euros.
The reason for the optimism is this Football World Cup in the USA, Mexico and Canada, for which a major marketing campaign is already underway. The tournament should be “a big, big deal” for Adidas, said Adidas CEO Bjørn Gulden. »The visibility of our brand will be enormous.«
14 national teams will compete in the tournament wearing Adidas jerseys. According to the company, around a third of all players wear the three stripes, and all match balls for the World Cup games come from Adidas.
This article will continue to be updated.