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Adidas On Wednesday, it was reported on the sale in the fourth quarter, which exceeded the expectations, as the retailer sold out the last of Yeezy’s other shares, but pointed to a slower increase in revenue a year.
The German sporting giant recorded an increase in income by 19% in neutral currency to 5.97 billion euros ($ 6.34 billion) over the three -month period, ahead of 5.72 billion euros LSEG analysts.
Operating profit in the fourth quarter amounted to EUR 57 million compared to the loss of EUR 377 million for the same period last year.
The shares decreased by 2.6% shortly after the market opening on Wednesday.
Sales have increased by 12% in the course of neutral exchange rates to 23.7 billion euros, compared to the expected 23.5 billion euros. The operating profit amounted to EUR 1.34 billion in 2024 compared to the $ 1.27 billion forecast.
The numbers went before the company’s own guidance raised In October, the revenue growth of about 10% of neutral currency tariffs and revenue from the operation of about 1.2 billion euros.
CEO Björn Gulden described the results of the Wednesday as “much better than we expected.”
“Although we are not where we want to be long -term, it was a very successful year that confirmed the strength of the Adidas brand, the potential of our company and the fact that fantastic work is doing our teams. We still have a lot to improve, but I am very proud that our people have reached in 2024,” he said in a statement.
The company, which outlines for 2025, said it expected that neutral currency sales would increase with a high unambiguous rate and operating income to increase to 1.7 billion euros and 1.8 billion euros.
“For 2025, we are in very good form,” Gulden said. “Of course, there is now a lot of macroeconomic uncertainty, but with the products that, in our opinion, are trending and the attitude towards deft and more local, I do not see why we should not be successful.”
Adidas is trying to increase its market share in North America amid the decline in Nike and the wider cancellation of retail from the weaker China.
In 2024, Adidas Sales Adidas decreased by 1.6% at foreign exchange rates, fighting to recover after stopping its one local Yeezy sneaker. The giant on sportswear was forced to an ax of Yeezy, after committing a partnership with Ye, a rapper, which was previously known as a Canier West, over a number of anti -Semitic comments that rapper made in 2022.
The company said on Wednesday that in the fourth quarter it sold the rest of its Yeezy inventory.
Gouden is looking to remove Adidas from losing the Yeezy line and causes a wider brand turn since the steering wheel in January 2023.
The Yanmei Tang analyst, the third bridge analyst, emphasized the Yeezy brand performance and the lack of significant sports as wind during the year. She also noted that she pointed to the need for further innovations outside the popular Samba and Gazelle sneakers to drive their growth goals.
“While Adidas managed to return the craving for lifestyles, especially with its terrace (Samba, Gazelle and Spezial), the peak of this trend may have already passed in key markets such as Europe,” the tanker wrote on Tuesday.
“Now the brand is changing the focus on new silhouettes, such as SL 72 and the potential super -star revival, but they are unlikely to be fully compensated by the expected slowdown of the terrace,” she said.
Adidas has become a position against Nike’s major competitor over the last quarters, and the first market share increased to 8.9% in 2024 against 14.1%, Globaldata reports, Globaldata reports reports quoted from Reuters. However, the emergence of new brands, including Hoka and New Balance, has enhanced competition in the global sportswear market, with each share of throwing over the last year.
