Sportswear giant Adidas AG expanded Q2.FY26 currency-neutral sales by 14 per cent Y-o-Y to achieve record net revenue of €6.7 billion. Growth was anchored by direct-to-consumer (DTC) channels, which expanded 25 per cent globally, supported by a 27 per cent rise in e-commerce orders. Performance gear increased by 39 per cent, fueled by strong international demand for football and running product lines during major global sporting events. Strong product sell-through prompted management to raise full-year 2026 revenue guidance to between 9 per cent and 10 per cent growth. This momentum reflects exceptional global demand across all key regional markets, proving that product heat and direct retail execution are compounding our market share, stated Bjørn Gulden, CEO.
High-margin e-commerce scale offsets increased brand investments
Operational execution improved profitability despite strategic capital allocation toward high-profile marketing activations. Gross margin expanded 80 basis points to 52.5 per cent, enabling Q2. FY26 operating profit to reach €574 million while maintaining full-year operating earnings targets of €2.3 billion. Concurrently, the groupi named brand veteran Birgit Kretschmer as Chief Financial Officer to oversee long-term financial management. As wholesale partners allocate more shelf space to high-performance footwear and leisure apparel, Adidas is solidifying its market position against athleticwear competitors across Europe and North America.
Expanding D2C digital channels
Founded in 1949 in Herzogenaurach, Germany, Adidas AG designs and distributes athletic footwear, apparel, and hardware across global markets. Generating over €23 billion annually, the group targets double-digit operating margins by expanding direct-to-consumer digital channels and scaling high-margin performance categories across North America, Europe, and Asia-Pacific.
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