Adidas news and archive

Adidas apologises for plethora of pink boots at World Cup

Adidas on Thursday apologised for a surfeit of pink boots at the World Cup, saying that it was a coincidence that they were sported by a striking number of players. Asked by AFP about the unusual uniformity of boot colours during a press conference on the company's quarterly results, Adidas CEO Bjorn Gulden said "it was an accident". "I think...

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Business

Adidas Q2 net sales improve, lifts annual sales growth outlook; Birgit Kretschmer named CFO

Adidas AG, the German athletic apparel, footwear, and related products company, on Thursday reported a decline in net profit for the second quarter of fiscal 2026, hurt by loss from discontinued operations. However, the company recorded a rise in net sales, helped by improved demand. For the three-month period, the company reported a net income...

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Business

Adidas stock falls to six-week low

Adidas shares remained under pressure on Friday. The downward spiral intensified, with the share price temporarily falling by 5.6 percent to a six-week low in Xetra trading. The discount most recently stood at 3.3 percent. At 170.60 euros (194.22 dollars), the shares have now fallen below the 50-day line, having already dropped below the 21-day...

Fashion

Adidas partners with African Skate Community Waf. for Superstar ADV

Adidas has partnered with African skate community Waf. (Wafflesncream) to create a collaborative edition of the Superstar ADV. Marking the sportswear brand's first partnership with a Nigerian brand and its first with an African skate community, presale for the sneaker launches today ahead of its global release in October. Waf. was co-founded in...

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Business

Spain's World Cup victory: new kit, sales surge for Adidas, and market challenges

The second star now has its place on the Spanish national team shirt. The emblem immortalises the team's second World Cup victory after defeating Argentina on Sunday. It joins the star commemorating the 2010 title win in South Africa. La Roja's kit, now featuring the second star above the crest, will hit the market in the coming weeks. Adidas,...

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Fashion

From Louis Vuitton to Adidas and Silbon: fashion celebrates Spain's second World Cup win

Madrid – Spain’s dramatic FIFA World Cup victory over Argentina has triggered celebrations far beyond the football pitch, with leading fashion and luxury brands joining fans in marking the nation's historic second world title. Moments after Spain captain Rodri Hernández lifted the coveted FIFA World Cup trophy, presented by FIFA President Gianni...

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How Messi carried Adidas ahead of Nike in sportswear's media race

Adidas closed the first half of 2026 as the sportswear industry's most visible brand, generating 1.9 billion dollars in Media Impact Value (MIV) between January 1 and June 30, according to data from Launchmetrics. The figure represents a 12 percent increase over the second half of 2025 and places the German brand ahead of Nike, which recorded...

Retail

Adidas Team apparel to be exclusively distributed by S&S in the US

S&S, a leading wholesale distributor of apparel and accessories in North America, has closed a deal to be the exclusive U.S. distributor for the Adidas Team apparel collection. The agreement reflects more than a decade of partnership between both companies. “This is an exciting new chapter in our relationship,” said Kendall Whitley, vice...

People

Adidas appoints new general manager for Central Europe

Claus-Peter Mayer is taking on the role of general manager for Central Europe, and will therefore also head up the German market. Mayer will start his new role on September 1, the Herzogenaurach-based sportswear company announced on Wednesday. He has been promoted from within and has been with Adidas for over 30 years, holding various management...

Fashion

Adidas versus Nike: Guerilla marketing ahead of DFB switch

Adidas will soon have to hand over the German national football team to its rival, Nike. At the World Cup, the sportswear giants are teasing each other. Nike could not pass up this perfect opportunity; the pun on the location was simply too good. “Hello New Jersey,” read a huge Jamal Musiala banner that the US sportswear giant's advertising...

Fashion

Tracksuit jacket becomes air conditioning: Rick Owens and Adidas defy Parisian heat

Rick Owens, known for his dark, avant-garde collections, has collaborated with German sportswear giant Adidas for spring/summer 2027. The US designer showed his latest designs in Paris early on Thursday. The puffed-up jackets, created in collaboration with Adidas, particularly caught the eye. The black track jackets with the three stripes and...

Fashion

Adidas leads fashion and sportswear names in Kantar's consumer sustainability ranking

Adidas is the highest-ranked fashion or sportswear brand in the first edition of Kantar's Sustainability Consumer-led Brand Ranking, placing third overall in a study published in June 2026. The German sportswear maker is joined in the global top 20 by The North Face in 11th, Veja in 16th, Nike in 17th and Dove in 18th, with cleaning brand Ecover...