Observed Signal · Jul 30, 2026 · Hiring · Source: Manager Magazin · Impact: 2/5 · Sentiment: Neutral
Adidas Stock Falls as New CFO Is Announced
Adidas reported stronger-than-expected revenue driven in part by the football World Cup, but the results and an updated outlook disappointed investors, sending the share price down about 14%. Currency-adjusted revenue for the year is now expected to grow 9–10%; first-half revenue rose about 14% to €13.3 billion. Operating profit increased 5% to €574 million and Adidas reaffirmed an operating profit target of roughly €2.3 billion. The company said potential US import duty refunds of $250–300 million are not yet included in guidance. Longtime CFO Harm Ohlmeyer (58) will leave at year-end and be succeeded by Birgit Kretschmer (56), currently CFO at C&A, who will join Adidas’s executive board on September 1.
Corporate results and leadership change at a major global brand (Adidas) are notable for advertisers and retail market watchers but have limited direct impact on the AdTech/MarTech infrastructure.
Track adidas Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Adidas shares fell about 14% after the quarterly results and an updated outlook were published.
- Adidas now expects currency-adjusted revenue growth of 9–10% for the current year.
- First-half revenue rose currency-adjusted 14% to €13.3 billion.
- Operating profit increased 5% to €574 million; Adidas maintains an operating profit target of around €2.3 billion.
- CFO Harm Ohlmeyer will leave at the end of the year and will be succeeded by Birgit Kretschmer (joining the board on 2026-09-01); Kretschmer previously served as CFO of C&A and worked 25 years at Adidas earlier in her career.
Connected Companies & Entities
3 Entities mapped“The shares of Adidas slid after the publication of the quarterly figures and an updated outlook; the shares recently lost 14 percent....”
“This article was published on manager magazin....”
“The article cites thh/dpa-AFX and Reuters as sources....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Adidas apparel outshines footwear in World Cup quarter
Adidas reported a 13% year-over-year increase in second-quarter revenues to €6.7 billion, led by a 34% jump in apparel net sales while footwear remained flat and accessories rose 18%. Direct-to-consumer (DTC) net sales grew 24% versus 6% wholesale growth. The company increased marketing and point-of-sale spending by 30% to capitalize on the World Cup, which weighed on Q2 operating margin. Adidas announced a CFO transition: outgoing CFO Harm Ohlmeyer will be succeeded by former Adidas employee Birgit Kretschmer, who will join the executive board on Sept. 1. Regional strength came from Latin America, North America and Greater China.
Adidas Posts Double-Digit Growth, Raises Full-Year Outlook
Adidas reported strong Q2 2026 results driven by robust demand and a booming Direct-to-Consumer business. Quarterly revenue reached €6.74 billion (up 13% in euros; +14% currency-adjusted), and first-half revenue rose to €13.3 billion (+14%). Operating profit improved 5% to €574 million, while profit from continuing operations increased 6% to €398 million. Direct-to-Consumer sales climbed 25% (e‑commerce +27%, own retail +23%), with particularly strong growth in China, North America and Latin America. The Performance segment surged 39%, supported by football and running products and World Cup visibility. Gross margin improved to 52.5%, and marketing/point-of-sale spend rose 30% to €924 million. Adidas raised its full-year currency-adjusted revenue growth guidance to 9–10% and expects operating profit around €2.3 billion.
Adidas Beats Q1, Fights Discounts and Weak Dollar
Adidas reported stronger-than-expected first-quarter results on April 29, 2026, with currency-adjusted revenue up 14% to €6.6 billion and reported revenue up 7% in euros. Operating income rose 16% to €705 million, while gross margin slipped to 51.1% (2025: 52.1%) due in part to currency effects and US tariffs. Adidas said online and own-store sales increased about 22% after focusing on full-price selling. CEO Björn Gulden described the retail environment as volatile and discount-driven, and the company reiterated full-year guidance: a currency-adjusted revenue increase in the high single digits (roughly €2 billion over prior year) and an operating income target of around €2.3 billion (2025: €2.06 billion).
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.