title: “adidas Posts Record €6.74 Billion Q2 as World Cup Kits and Originals Power Growth” seo_description: “adidas posts a record €6.74 billion Q2 revenue, up 14% currency-neutral, powered by FIFA World Cup kits and Originals as it lifts its 2026 outlook.” seo_tags: [“adidas”, “Q2 2026 results”, “footwear revenue”, “Originals”, “FIFA World Cup 2026”, “sportswear”] seo_slug: “adidas-record-q2-revenue-2026”

adidas Posts Record €6.74 Billion Q2 as World Cup Kits and Originals Power Growth

adidas has delivered one of the strongest quarters in its recent history, posting a record second-quarter revenue of €6.74 billion — up 14% on a currency-neutral basis and comfortably ahead of the €5.95 billion recorded in the same period a year earlier. The results, released on 3 August 2026, underline how far the brand has travelled under CEO Bjørn Gulden.

In his trademark plainspoken style, Gulden called the quarter “unbelievably strong,” noting that 14% growth in a volatile environment — together with operating profit of €574 million despite spending €212 million more on marketing — “underlines the current strength of both the brand and our products.”

The growth was broad-based. Apparel sales jumped 35% year-on-year in the quarter, powered by demand for FIFA World Cup 2026 football kits and the latest Originals collections. Accessories rose 20%, while footwear — the brand’s historic core — grew a more modest 1%. On a currency-neutral basis, adidas posted double-digit net sales growth across Greater China (15%), North America (17%), Latin America (28%), Japan (18%) and South Korea (12%), as well as Emerging Markets (11%), with Europe up 6%.

Direct-to-consumer was the standout channel. Every market, Europe included, delivered strong double-digit DTC growth, driven by increases in both own retail and e-commerce. Gross margin improved 0.8 percentage points to 52.5%, helped by full-price selling and a favourable mix, though higher freight, sourcing costs and US tariffs partly offset the gain. Operating profit rose 5% to €574 million and net income climbed 6% to €398 million, with EPS of €2.10.

For the first half, currency-neutral revenue grew 14% (€1.6 billion) and reported revenue rose 10% to €13.3 billion, against an unfavourable FX impact of almost €400 million. Operating profit increased 11% to €1.28 billion, with the margin steady at 9.6%.

adidas has raised its full-year outlook, now expecting currency-neutral revenue growth of 9–10%, up from “high single digits,” while still projecting operating profit of around €2.3 billion. Gulden struck a note of caution about the macroeconomy, promotional pressure in Europe and tariffs, but the tone was confident.

The numbers matter beyond Herzogenaurach. They suggest the brand’s turnaround — built on sport credibility, retro Originals energy and smart football marketing — is durable rather than a one-quarter spike. For the broader footwear and leather-goods market, adidas’s strength is a signal that consumers will still pay full price for product they actually want.

Source: World Footwear (worldfootwear.com)