The sporting goods manufacturer Adidas sees itself in a good position for the coming years, regardless of the economic and geopolitical turbulence. The company is aiming for further increases in sales and profits by 2028, as the company announced on Wednesday in Herzogenaurach. In the current year, sales are expected to increase by a high single-digit percentage after adjusting for currency effects. In absolute figures, this would be an increase of 2 billion euros.
In 2025, sales of the Adidas brand increased by 13 percent, adjusted for currency effects, to 24.8 billion euros. The operating result is expected to improve from just under 2.1 billion to around 2.3 billion euros. That was below analysts’ expectations. However, tariffs and currency effects are likely to impact profits by 400 million euros.
Adidas is targeting long-term growth
Adidas also set medium-term goals and expects strong structural growth in the sporting goods industry. By 2028, sales are expected to increase by a high single-digit percentage per year, adjusted for currency effects, and the operating result should improve by an average of a mid-teens percentage per year.
The company recently scored massively with, among other things, the reissue of retro products from its archive. This year, among other things, the Football World Cup in North America is expected to bring further impetus.
Shareholders can look forward to higher returns in the form of higher dividends and further share buybacks. According to Adidas, securities worth up to one billion euros will be bought back in 2027 and 2028 if conditions permit. Adidas has already announced a program of this size for the current year.
Gulden extended until 2030 – Nassef Sawiris is to become the new chairman of the supervisory board
At the top, however, the company is relying on continuity: Norwegian Bjørn Gulden will remain CEO until 2030. Adidas announced that the former football professional’s contract had been extended accordingly.
The 60-year-old took over Adidas from Kasper Rorsted in 2023 and led the company, which was then in difficult waters, back to growth and new profitability. Previously, Gulden was CEO of the sporting goods company Puma for ten years.
The move to the top of the Franconian local rival caused a stir. The two companies were founded by the once feuding brothers Adolf and Rudolf Dassler, which led to a lasting rivalry between the companies – which is now largely history.
At the same time there will be a change at the top of the supervisory board. The mandate of Bertelsmann boss Thomas Rabe ends with the general meeting on May 7th. His successor will be Nassef Sawiris, who has been on the supervisory board since 2016 and has been deputy chairman since 2025. According to his holding NNS Adidas, the Egyptian-Belgian entrepreneur holds a “significant” stake. Mathias Döpfner, CEO of Axel Springer, will also be proposed for election as a new member of the Supervisory Board. (dpa/FashionUnited)
