Adidas CEO Bjørn Gulden reports record-breaking revenues and strong global growth despite high marketing costs.
Bjørn Gulden reported that Adidas achieved record-breaking revenues, with second-half revenues rising 14% to €13.3 billion. The company reported revenues up 15% year-on-year for the second quarter of 2026, reaching €6.7 billion on a constant currency basis. While operating profit of €574 million fell below analyst expectations of €6.23 billion, the administration announced that the lower margin was primarily due to a significant €212 million increase in marketing spend for the World Cup. CEO Bjørn Gulden noted that apparel revenues increased 35% in the second quarter, driven by double-digit growth in the Football and Originals categories. Regional growth was strong across the board, with North America up 17% and Latin America up 28%. The company raised its revenue outlook for fiscal 2026 to 9-10% growth. Additionally, the administration announced that Birgit Kretschmer will succeed Harm Ohlmeyer as CFO, effective September 1.