Strong global demand, disciplined pricing and solid cash flows power Adidas into a confident new phase of growth.

Adidas closed 2025 on a high note, delivering record annual sales and reinforcing its position as one of the world’s most resilient sportswear brands amid shifting global market conditions and competitive pressures.

The German sportswear major reported full-year sales of 24.8 billion euros, marking its strongest performance to date and highlighting consistent consumer demand across regions and product categories.

Fourth-quarter revenues also showed steady momentum, rising to 6.076 billion euros, reflecting Adidas’ ability to maintain sales volumes even in a challenging retail environment.

Management credited stable pricing strategies and disciplined discount control for protecting margins, despite concerns over tariffs and cautious consumer spending in key markets.

The company’s focus on full-price sell-throughs allowed it to avoid aggressive markdowns, strengthening brand perception while supporting long-term profitability.

Operating profit surged by 54% to 2.06 billion euros, underlining improved efficiency and successful execution of Adidas’ turnaround and growth strategy.

Double-digit growth across all major markets showcased the brand’s broad-based appeal, from performance sportswear to lifestyle and streetwear segments.

Currency headwinds, estimated at around 1 billion euros, weighed on headline figures, yet underlying business fundamentals remained strong and encouraging.

Adidas’ leadership highlighted that operational discipline and supply chain optimisation played a crucial role in sustaining growth amid global economic uncertainty.

Investor confidence was further boosted as the company announced plans to buy back up to 1 billion euros worth of shares in 2026.

The share buyback programme, scheduled to begin in February, reflects management’s confidence in future cash flow generation and balance sheet strength.

Adidas said the repurchased shares would be cancelled, a move aimed at enhancing shareholder value and improving earnings per share over time.

Despite intense competition from established rivals and emerging sportswear brands, Adidas continued to strengthen its market position through innovation and brand consistency.

The company acknowledged a tough retail landscape but emphasised that strategic investments and product differentiation helped it stay ahead of industry trends.

Shares listed in Frankfurt reacted positively to the announcement, rising as investors welcomed both the strong financial performance and capital return plans.

Adidas’ leadership remains optimistic about 2026, citing strong cash flows, healthy demand signals and a clearer pricing environment as key growth drivers.

The company is set to release its full annual results and forward-looking outlook in early March, offering deeper insight into its medium-term strategy.

With record sales, rising profitability and a substantial share buyback on the horizon, Adidas enters the next year with renewed momentum and market confidence.