Major developments Q2 2025:
- adidas brand grows 12% in Q2 with strong increases across categories, channels and markets
- Net sales of € 6.0 billion include negative FX translation impact of around € 300 million
- Gross margin improves 0.9 percentage points to 51.7% despite unfavorable effects from currencies, business mix, and tariffs
- Operating profit up 58% to € 546 million
- Operating margin improves 3.2 percentage points to 9.2%
- Net income from continuing operations increases 77% to € 375 million
- Full-year guidance confirmed taking into account elevated uncertainty due to US tariffs and macroeconomic risks
Major developments H1 2025:
- Revenue growth of 14% for the adidas brand in H1 with double-digit increases across all channels and markets
- Gross margin expands 0.9 percentage points to 51.9%
- Operating profit up 70% to € 1.2 billion, reflecting an operating margin of 9.6%
- Net income from continuing operations more than doubles to € 811 million
adidas CEO Bjørn Gulden:
“I am very happy and actually again proud of what our team has delivered in both the second quarter and first half of 2025. We have continuously grown double digits and we ended the first half year with growth of 14% for the adidas brand. We have been able to create brand heat, extend the lifecycle of existing franchises, created new franchises, extended the brand momentum also into apparel with a 17% growth in Q2, and we have seen strong growth across our Performance categories with Running leading in Q2 with more than 25% growth.
The 12% growth for the adidas brand in Q2 and 14% growth for the first half year created enough leverage to almost deliver already now our mid-term target of a 10% EBIT margin. The 9.2% EBIT margin in Q2 and 9.6% for the first half is higher than we had initially planned and it is of course achieved due to increased revenue, a very strong gross margin and tighter cost control.
We still have a lot to improve and we are far away from having optimized our business model. We are convinced that being a global brand with a local mindset is the right strategy to be globally successful. Our vision is to hire, develop and retain the best people to run our business in the different markets, to be close to the consumer and the local culture, have the right products and the relevant marketing for each market. We have the ambition of becoming the leader in all markets except for North America, where we should first have the ambition to double our business. We will not be number one in all markets, but our local leaders should have that ambition and identify what is necessary in terms of products, marketing, organization and resources to achieve this. We in global management must then set the priorities and allocate the resources to the different markets accordingly. We feel the current global growth and the success in markets like Greater China, South Korea or Japan prove that our strategy works and that we are moving in the right direction!
The year has started great for us and normally we would now be very bullish in our outlook for the full year. We feel the volatility and uncertainty in the world does not make this prudent. We still do not know what the final tariffs in the US will be. We have already had a negative impact in the double-digit euro millions in Q2 and the latest indications of tariffs will directly increase the cost of our products for the US with up to € 200 million during the rest of the year. We do also not know what the indirect impact on consumer demand will be should all these tariffs cause major inflation. I have seen that many companies have either removed their outlook fully or reduced it dramatically. We have decided to stay with our initial outlook for the full year and a guidance for an operating profit of between € 1.7 billion and € 1.8 billion. We currently feel confident to deliver it, but of course this might change – also upwards should headwinds be less than we currently assume.
We will as always manage through this volatile environment and all the uncertainties as good as we can but always with the objective of strengthening the adidas brand and our company mid- and long-term. That is what adidas deserves!”
Second-quarter results
Continued double-digit growth for adidas brand with 12% currency-neutral increase in Q2
In the second quarter of 2025, currency-neutral revenues for the adidas brand increased 12% versus the prior year reflecting its ongoing momentum. Having completed the sale of the remaining Yeezy inventory at the end of last year, the company’s results for the second quarter of 2025 do not include any Yeezy revenues (2024: around € 200 million). Including Yeezy sales in the prior year, currency-neutral revenues increased 8%. In euro terms, revenues grew 2% to € 5,952 million (2024 € 5,822 million), as the strengthening of the euro against several currencies led to an unfavorable translation impact of around € 300 million in the quarter.
Strong growth in footwear coupled with double-digit increase in apparel
Footwear revenues for the adidas brand increased 9% during the quarter on a currency-neutral basis (+3% incl. Yeezy). Several categories posted double-digit footwear growth, most notably Running, Training, Sportswear, and Performance Basketball. Strong growth in Originals, Outdoor, and Specialist Sports also contributed to the increase. Apparel sales grew 17% in the quarter, as the strong product offering in Originals, Training, Running, Golf, and Specialist Sports drove double-digit increases in those categories. Sportswear, Football, and Outdoor further added to the growth, reflecting a broadening of the brand’s momentum also in apparel. Accessories grew 7% during the quarter.
adidas brand with double-digit increases in both Performance and Lifestyle
On a currency-neutral basis, Performance revenues increased 12% during the second quarter, driven by strong double-digit growth in the Running, Training, and Performance Basketball categories. In Running, adidas introduced the second generation of its record-breaking Adios Pro Evo ahead of London Marathon, where adidas athletes once more delivered a double victory. The brand also launched the Boston 13, the pinnacle training shoe in the Adizero franchise, ahead of the Boston Marathon weekend. Together with the Adios Pro 4, adidas’ lightweight racing shoe, these launches complete the strong footwear offering for ambitious runners. Driven by the strong global credibility of the Adizero franchise as well as higher supply and an increasing number of colorways on offer, the Evo SL, the most comfortable choice in the Adizero family, contributed significantly to an increase of almost 30% across the brand’s running footwear business. Growth in Training benefited from the increasing popularity of the brand’s head-to-toe offerings, including the Dropset and Rapidmove franchises in footwear and the Essentials and Power collections in apparel. The increase in Performance Basketball was driven by continued success of Anthony Edwards’ AE 1, the Harden Vol. 9, and Damian Lillard’s Dame 9, with frequent iterations across the brand’s portfolio of basketball signature models. Football managed to maintain the prior-year revenue level, which included the company’s highly successful business related to last year’s UEFA EURO and CONMEBOL Copa América tournaments. The F50 football boot remained a standout in terms of growth and awareness, with F50 Sparkfusion launching ahead of the UEFA Women’s EURO as a boot specifically designed for female football players. Activations with the likes of Aitana Bonmatí, Leo Messi, and Mo Salah further authenticated the F50 franchise. This also led to positive halo effects on the brand’s growing football lifestyle offering which continues to drive and benefit from the strong soccer culture trend. On the back of technical product innovation as well as retro-inspired collections with the iconic Trefoil logo, other categories, including Golf, Outdoor, Specialist Sports, and Motorsport also contributed to the broad-based growth.
Lifestyle revenues for the adidas brand increased 13% during the second quarter, driven by double-digit growth in both Originals and Sportswear. Fresh and relevant makeovers continued to fuel healthy growth for the brand’s popular Terrace offering and Retro Running franchises. Those included restocks of sought-after animal print and metallic versions or a football-themed Samba pack featuring seven of the company’s biggest clubs in the world. Demand and supply for the brand’s Low Profile offering including Tokyo, Japan, Adiracer, and Rasant continued to scale, with ballerina versions such as the Taekwondo Mei being particularly popular. Local activations of the Superstar gained traction across several markets, with the global campaign featuring icons like Samuel L. Jackson, Missy Elliott, and Anthony Edwards kicking off the next phase of the franchise relaunch in July. To round off its offering with modern footwear silhouettes, the brand also continued to incubate Goukana as well as the Adistar Cushion platform, building on the popularity of Pharrell Wiliam’s Adistar Jellyfish, and revealed the F50 Megaride silhouette during Paris Fashion Week Men’s. The strong momentum of Originals continued to expand into apparel, with classics such as Firebird scaling across channels and contributing to double-digit growth. Collaborations with Edison Chen, Sporty & Rich, and exclusive collections with several retail partners further supported the growth in Originals apparel. In Sportswear, double-digit growth continued as adidas is successfully leveraging its strong brand and product momentum, in Originals and other major categories, into franchises tailored to commercial price points. Additionally, innovative launches such as Climacool, a shoe with a unique lattice structure engineered entirely through 3D printing technology, or Soft Lux in apparel, featuring soft knitted fabrics for enhanced comfort, were well received by sportswear consumers.
Strong underlying growth across all markets
From a regional perspective, currency-neutral net sales for the adidas brand continued to grow at double-digit rates in both North America (+15%; +8% incl. Yeezy) and Greater China (+11%; +2% incl. Yeezy) during the second quarter. In addition, Latin America (+23%; +22% incl. Yeezy), Emerging Markets (+14%; +12% incl. Yeezy) and Japan/South Korea (+15%; +13% incl. Yeezy) also recorded double-digit increases. In these markets, growth was broad-based as reflected in double-digit improvements in both the wholesale and DTC business. Revenues for the adidas brand in Europe grew 7% (+4% incl. Yeezy), despite the non-recurrence of the strong commercial success related to last year’s UEFA EURO, which had generated revenues of around € 100 million in the prior-year quarter.
Strong consumer demand across all channels
From a channel perspective, strong sell-through rates and increased shelf space allocations for the adidas brand continued to drive wholesale revenues, which increased 14% on a currency-neutral basis (+11% incl. Yeezy). Own retail revenues were up 9% (+8% incl. Yeezy), driven by like-for-like growth in the company’s global fleet of own stores. E‑commerce sales also increased 9% (-3% incl. Yeezy) amid an ongoing focus on full-price propositions and on top of more than 30% growth in the prior-year quarter. As a result, sales in the brand’s direct-to-consumer (DTC) channels grew 9% (+3% incl. Yeezy).
Underlying gross margin improves 1.2 percentage points to 51.7%
The company’s gross margin increased 0.9 percentage points to 51.7% during the second quarter (2024: 50.8%). The year-over-year increase of the adidas brand gross margin was even stronger at 1.2 percentage points. The positive development was mainly driven by reduced discounting as well as by lower product and freight costs, which more than offset the unfavorable impacts from currencies and business mix. The first negative effects from increased tariffs also weighed on the gross margin development.
Ongoing brand investments alongside strong overhead leverage
Other operating expenses decreased by 3% to € 2,549 million in the second quarter (2024: € 2,637 million). As a percentage of sales, other operating expenses decreased 2.5 percentage points to 42.8% (2024: 45.3%). Marketing and point-of-sales expenses were up 1% to € 712 million (2024: € 707 million) as the company continued its brand investments. These investments include ‘You Got This,’ adidas’ multi-year brand campaign that features a series of global and local chapters, and ‘The Original,’ a campaign that connects young generations with Originals’ iconic silhouettes. In addition, marketing investments comprise new and extended partnerships, including in Football and Motorsport, activations around events such as Women’s EURO, as well as support for new product launches. As a percentage of sales, marketing and point-of-sale expenses were 12.0% (2024: 12.1%). Operating overhead expenses decreased 5% to € 1,837 million (2024: € 1,930 million), as the company continued to invest into its sales and distribution capabilities while managing its overall cost base. As a percentage of sales, operating overhead expenses decreased 2.3 percentage points to 30.9% (2024: 33.2%), reflecting strong operating leverage.
Operating profit grows strongly to € 546 million as margin increases 3.2 percentage points
The company’s operating profit increased by 58% to € 546 million in the second quarter (2024: € 346 million), reflecting an operating margin increase of 3.2 percentage points to a level of 9.2% (2024: 5.9%). Having completed the sale of the remaining Yeezy inventory at the end of last year, there was no Yeezy contribution to the company’s operating profit in the quarter (2024: around € 50 million). Net financial expenses increased to € 58 million (2024: € 42 million), mainly reflecting negative currency effects. Against an income before taxes of € 488 million (2024: € 304 million), the company recorded income taxes of € 114 million (2024: € 93 million), reflecting a tax rate of 23.3% (2024: 30.5%). As a result, net income from continuing operations increased by 77% to € 375 million (2024: € 211 million) and led to basic and diluted EPS from continuing operations of € 2.03 (2024: € 1.09).
Half-year results
Currency-neutral revenues for the adidas brand up 14% in the first half of the year
In the first half of 2025, currency-neutral revenues for the adidas brand increased 14% compared to the prior-year period. Having completed the sale of the remaining Yeezy inventory at the end of last year, the company’s results for the first half of 2025 do not include any Yeezy revenues (2024: around € 350 million). Including Yeezy sales in the prior year, currency-neutral revenues increased 10%. In euro terms, revenues were up 7% to € 12,105 million (2024: € 11,280 million) as currency developments led to an unfavorable translation impact.
Double-digit growth in footwear and apparel reflecting strong adidas brand momentum
On a currency-neutral basis, footwear revenues for the adidas brand increased 16% during the first half of the year (+9% incl. Yeezy), reflecting strong double-digit growth in Originals, Sportswear, Running, Training, and Performance Basketball. Apparel sales accelerated significantly and grew 12%, led by double-digit growth in Originals, Sportswear, Running, Training, and Outdoor. Accessories grew 8% during the first half of the year.
adidas brand up double digits across all markets
In the first six months of 2025, currency-neutral revenues for the adidas brand increased at double-digit rates in all markets. Europe grew 11% (+9% incl. Yeezy), while North America was up 14% (+6% incl. Yeezy) and Greater China increased 13% (+8% incl. Yeezy). In addition, Latin America (+25%; +24% incl. Yeezy), Emerging Markets (+19%; +18% incl. Yeezy) and Japan/South Korea (+15%; +13% incl. Yeezy) also recorded double-digit increases.
Double-digit growth across channels in the first half of 2025
Growth of the adidas brand was also strong and broad-based from a channel perspective. Wholesale revenues increased 16% on a currency-neutral basis (+15% incl. Yeezy), while the DTC business increased 12% (+4% incl. Yeezy). Within DTC, own retail revenues were up 11% (+10% incl. Yeezy) and e‑commerce sales increased 13% (-3% incl. Yeezy).
Gross margin improves strongly to 51.9%
The company’s gross margin increased 0.9 percentage points to 51.9% (2024: 51.0%) during the first half of the year. The year-over-year increase of the adidas brand gross margin was even stronger at 1.4 percentage points. The positive development was mainly driven by lower product and freight costs as well as reduced discounting, which more than offset unfavorable impacts from currencies and business mix. The first negative effects from increased tariffs also weighed on the gross margin development.
Operating margin reaches 9.6% in the first half of 2025
Other operating expenses increased slightly by 1% to € 5,165 million (2024: € 5,115 million) in the first six months of 2025. As a percentage of sales, other operating expenses decreased 2.7 percentage points to 42.7% (2024: 45.4%). Marketing and point-of-sale expenses were up 7% to € 1,458 million (2024: € 1,363 million). As a percentage of sales, marketing and point-of-sale expenses were flat at 12.0% (2024: 12.1%). Operating overhead expenses decreased 1% to € 3,707 million (2024: € 3,752 million). As a percentage of sales, operating overhead expenses decreased 2.6 percentage points to 30.6% (2024: 33.3%). As a result, the company’s operating profit amounted to € 1,156 million (2024: € 682 million), reflecting an operating margin increase of 3.5 percentage points to 9.6% (2024: 6.0%). Having completed the sale of the remaining Yeezy inventory at the end of last year, there was no Yeezy contribution to the company’s operating profit in the first six months of 2025 (2024: around € 100 million). Net income from continuing operations more than doubled, increasing 112% to € 811 million (2024: € 382 million), while basic and diluted earnings per share from continuing operations increased to € 4.47 (2024: € 2.05).
Operating working capital investments to support further top-line growth
Inventories increased 16% to € 5,261 million as at June 30, 2025 (2024: € 4,544 million) and were up 22% in currency-neutral terms. This development reflects the very low comparison base in the prior year, earlier product purchases, and the planned growth for the second half of the year. The vast majority of the inventory position is related to current or future seasons. Operating working capital was up 19% to € 5,651 million (2024: € 4,756 million) and increased 28% in currency-neutral terms. Average operating working capital as a percentage of sales decreased 1.0 percentage points to 20.7% (2024: 21.7%).
Healthy leverage ratio of 1.7x
Cash and cash equivalents decreased 54% to € 768 million at June 30, 2025 (June 30, 2024: € 1,660 million), reflecting the increased dividend payout of € 357 million and operating working capital investments in the first half of 2025. Adjusted net borrowings increased 6% to € 5,042 million at June 30, 2025 (June 30, 2024: € 4,751 million), mainly due to the decline in cash and cash equivalents. The company’s ratio of adjusted net borrowings over EBITDA decreased to 1.7x (June 30, 2024: 2.7x).
Full-year outlook
Outlook confirmed reflecting uncertainty due to US tariffs and macroeconomic risks
External volatility and macroeconomic risks have been increasing significantly since adidas first issued its full-year outlook at the beginning of March. While the company confirms its outlook, the range of possible outcomes remains increased. The company continues to see upside potential based on the strong results for the first half of the year, continued brand momentum, and the strong order book for the remainder of 2025. At the same time, the increased uncertainty around the possible direct and indirect impacts from higher US tariffs persists.
Currency-neutral sales to increase at a high-single-digit rate in 2025
adidas expects to gain further market share and grow the company’s currency-neutral sales at a high-single-digit rate in 2025. This reflects continued double-digit growth for the adidas brand. A significantly better, broader, and deeper product range combined with an increased focus on local consumer preferences as well as much improved retailer relationships will be the main drivers of the projected top-line increase. In addition, impactful marketing initiatives will further add to the company’s brand momentum and fuel the expected top-line growth.
Operating profit to increase further to between € 1.7 billion and € 1.8 billion
While adidas will continue to increase marketing and sales investments, operating overhead efficiencies will allow the company to leverage its strong top-line growth. In combination with continued gross margin expansion, this is expected to lead to further significant bottom-line improvements in 2025. As a result, the company still projects operating profit to increase to a level of between € 1.7 billion and € 1.8 billion in 2025.
Having completed the sale of the remaining Yeezy inventory in 2024, the company’s outlook does not include any Yeezy revenues (2024: around € 650 million) or profits (2024: around € 200 million) in 2025.