Key facts
- Adidas shares dropped significantly.
- Adidas missed its quarterly profit targets.
- Adidas experienced an increase in revenue.
- Adidas improved its full-year sales outlook.
- Increased marketing spend, including World Cup campaigns, impacted profitability.
- Adidas raised its full-year 2026 currency-neutral revenue growth forecast to 9-10%.
- The previous 2026 forecast was high single-digit growth.
- The upgrade follows a strong first half performance.
- Q1 2026 currency-neutral revenue increased by 14%.
Adidas shares fell significantly after the company announced it missed its quarterly profit targets. This decline occurred despite an increase in revenue and an improved outlook for full-year sales. The primary factor cited for the missed profit targets was increased marketing spend, which included significant investment in World Cup campaigns. This heightened expenditure directly impacted the company's profitability for the quarter.
In a separate development, Adidas has revised its financial projections upwards, raising its full-year 2026 currency-neutral revenue growth forecast to approximately 9-10%. This represents an upward revision from the company's previous guidance, which anticipated high single-digit growth. The upgrade is attributed to a strong performance in the first half of the year. Notably, Adidas reported a 14% currency-neutral revenue gain in the first quarter of 2026, contributing to this positive momentum.