Adidas Lifts 2026 Sales Outlook on Strong Q2 Demand

German sportswear giant Adidas on Thursday raised its full-year sales forecast, citing better-than-expected second-quarter revenues driven by the soccer World Cup and strong consumer demand for its latest collections.

Upgraded Forecast

The company announced it now anticipates currency-neutral revenues to grow between 9% and 10% in 2026. This marks a notable increase from its previous guidance for high single-digit growth.

According to the statement released on July 30, Adidas reaffirmed its other key financial target for the year:

• Operating Profit: The forecast remains unchanged, expected to be around €2.3 billion.

Ad

Key Growth Drivers

The upward revision to the sales outlook was prompted by a robust second quarter, where performance was bolstered by two main factors. The company highlighted significant sales momentum from the global soccer tournament, a key marketing event for the brand, alongside sustained high demand for its new apparel and footwear lines.

Market Context

For investors, the upgraded revenue forecast signals strong brand momentum and effective execution around major sporting events. However, the decision to maintain the operating profit projection suggests that the higher sales may be accompanied by increased costs, such as marketing expenditures for the World Cup or other operational expenses, which could pressure profit margins. The market will be watching to see if the sales strength can be sustained in the second half of the year and how effectively the company manages its cost base.