Adidas has raised its full-year sales growth forecast to between 9% and 10%, a significant upgrade from its previous high-single-digit guidance.
The German athletic apparel maker announced the revised outlook alongside second-quarter fiscal 2026 results, which showed a decline in net profit weighed down by losses from discontinued operations.
The upgrade reflects robust consumer demand during the 2026 World Cup and strong sales of the company’s latest retro-style collections.
Despite the headwinds from discontinued operations impacting the bottom line in the quarter, the top-line momentum suggests the brand is successfully capitalizing on major sporting events and fashion trends.
This development marks a shift in sentiment for the company, which had previously lagged behind peers such as China’s Anta during the tournament rally.
The improved guidance indicates that Adidas is regaining traction in key markets, potentially narrowing the performance gap with competitors who benefited more directly from the World Cup cycle.