Adidas Raises 2026 Sales Forecast After Strong Demand Boosts Quarterly Revenue
German sportswear giant Adidas has raised its 2026 sales outlook after reporting stronger-than-expected second-quarter revenue, driven by robust consumer demand and increased sales linked to the 2026 FIFA World Cup.
The company said demand for its latest footwear and apparel collections remained strong, helping lift sales despite ongoing uncertainty in the global retail market.
Adidas Upgrades 2026 Sales Outlook
Adidas now expects currency-neutral revenue growth of 9% to 10% for 2026, improving its previous forecast of high single-digit growth.
The upgraded guidance follows a better-than-expected second quarter, reflecting continued momentum across its product portfolio and key international markets.
The company said strong customer interest in new collections and global sporting events supported higher sales.
FIFA World Cup Drives Consumer Demand
One of the biggest contributors to Adidas' second-quarter performance was the 2026 FIFA World Cup, which boosted demand for football-related merchandise, jerseys, footwear, and sports apparel.
Major international sporting events traditionally generate higher consumer spending, benefiting brands with strong global sponsorships and football product lines.
Adidas has long been one of football's leading equipment and apparel manufacturers.
Operating Profit Outlook Remains Unchanged
While the company improved its revenue forecast, Adidas maintained its expectation that operating profit will reach approximately €2.3 billion this year.
Management indicated that current profitability expectations remain appropriate despite stronger sales performance.
The unchanged profit forecast suggests the company continues to balance revenue growth with ongoing investments and operating costs.
Strong Product Demand Supports Growth
Adidas said demand remained healthy across its latest collections, reflecting continued consumer interest in new product launches.
The company's focus on innovation, lifestyle footwear, and performance sportswear has helped strengthen its competitive position in the global athletic apparel market.
Improved sales momentum also signals resilience in consumer spending despite broader economic uncertainty in several regions.
Outlook
Adidas enters the second half of the year with stronger sales momentum, supported by global sports events and continued demand for its latest products.
Investors will closely watch whether the company can sustain this growth through the remainder of 2026 while meeting its operating profit target amid changing consumer spending patterns and global retail conditions.