Adidas Raises Guidance as China and US Sales Surge
Adidas expects European growth to return in the fourth quarter after reporting strong sales gains in North America and Greater China.
The German sportswear manufacturer Adidas confirmed its raised annual guidance following a third quarter marked by divergent regional performance. While the company saw currency-neutral net sales in Europe fall 4% to €2.24 billion due to high inventory levels and heavy discounting, it reported strong growth in North America and Greater China, which rose 12% and 13% respectively.
In Greater China, Adidas is currently outpacing its rival Nike, which has faced falling sales in that market for nearly two years. CEO Bjorn Gulden attributed the positive outlook to a strong order book and delayed shipments moving into the final quarter, expressing confidence that the company is taking market share despite struggles faced by other firms in China.
Growth was further supported by strong sales in the company's running and football lines, specifically the Adizero Adios Pro Evo 3 racing shoe. Following the report, Adidas shares rose 4% on the Frankfurt exchange. Analysts from Chase Bank noted that the business improvements in Europe are reassuring as the company targets a return to growth in its largest market during the fourth quarter of 2026.
