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Adidas Q1 Performance Exceeds Expectations Amid World Cup Momentum

Strategic Inventory Moves Pay Dividends

Adidas reported first-quarter results above market expectations, with operating profit increasing by 16% and sales supported by demand for its World Cup product range. Inventory was positioned ahead of the tournament, allowing the company to manage supply and logistics more effectively. Harm Ohlmeyer, Chief Financial Officer, said this approach supported the quarter’s performance.

Driving Growth Through Innovation

Beyond football-related products, the running category sales increased by more than 10%. Product development in performance footwear contributed to this growth, including demand for lightweight racing models. These products were also visible in competitive events, including the London Marathon, where athletes used Adidas equipment.

Disciplined Market Strategies Amid Volatile Conditions

Market conditions remain affected by pricing pressure and cautious consumer demand. In this environment, inventory management has been a central focus. Bjorn Gulden, Chief Executive Officer, said the company continues to limit excess supply to retailers, supporting full-price sales. This approach differs from competitors such as Nike, which has increased promotional activity to reduce inventory levels.

Navigating Global Challenges

Quarterly sales reached €6.6 billion (approximately $7.7 billion). External factors, including geopolitical developments in the Middle East, affected operations in some markets. Store activity was impacted in certain locations, while emerging markets accounted for approximately 13% of first-quarter sales.

Outlook And Strategic Vision

Operating profit reached €705 million, compared with analyst expectations of €647 million. The results reflect continued demand for performance footwear and the company’s approach to inventory management across key markets.

Europe’s Deadly Summer Heat Exposed The Cost Of A Warming Continent

Europe experienced its deadliest summer for heat-related deaths on record in 2026, with an estimated 24,400 excess deaths linked to extreme temperatures across 30 countries. Researchers estimate that human-induced climate change was responsible for around 32,000 of the deaths attributed to heat in the study’s broader analysis, accounting for 65% of the total.

The findings highlight the growing public-health consequences of global warming, largely driven by fossil fuel use, as extreme heat becomes more frequent and severe.

A Summer Of Dangerous Heat

Between June and August, heatwaves pushed temperatures in Western Europe to an average of 2.9°C above the 1991–2020 norm, with some days reaching 12°C above average. Nearly a third of estimated heat-related deaths occurred during a particularly intense heatwave between 17 June and 1 July.

“These numbers are a stark reminder that our hotter, more extreme summers are having an increasingly severe impact on public health,” said Dr Clair Barnes, a researcher at Imperial College London and co-author of the study.

The estimated toll exceeded previous peaks of around 29,000 deaths in summer 2022 and 28,000 in 2003 across the region studied.

How Researchers Estimated The Toll

Researchers modelled the relationship between temperature and mortality across 854 urban areas in the EU, UK, Norway and Switzerland, covering around 40% of the population in the 30 countries studied.

The analysis incorporated temperature records, age, socioeconomic conditions, environmental factors and access to healthcare. By comparing actual temperatures with those expected without human-induced warming, the team estimated the additional deaths attributable to climate change.

Final official mortality figures for summer 2026 are not yet available in many countries, and heat-related deaths are often underreported because their effects can be difficult to identify directly.

Older People Face The Greatest Risk

People aged 85 and over accounted for roughly half of the estimated deaths. However, the impact extended across age groups, with around 800 excess deaths among adults aged 20–44 and approximately 6,000 among people under 65.

Southern Europe experienced the highest mortality burden, reflecting hotter temperatures and other vulnerabilities, including air pollution, limited green space and unequal access to healthcare and heat-alert systems.

Italy, France And Spain Record Highest Toll

Italy recorded an estimated 13,303 heat-related excess deaths, followed by France with 7,268 and Spain with 6,824. Germany recorded around 6,340, while the UK saw an estimated 4,354 deaths.

In the UK, the heat also placed significant pressure on healthcare services. Andrew Hartle, Professor of Practice of Anaesthesia at Imperial College Healthcare, said demand during the summer resembled that of a severe winter virus season.

Cities Urged To Strengthen Heat Protection

Researchers say cities can reduce the risks through climate shelters, external shading and building retrofits, alongside measures to help residents avoid exposure during the hottest hours. Checking on vulnerable people, staying hydrated and following heat alerts are also important.

The researchers stress that adaptation must go hand in hand with reducing fossil fuel use to limit further warming. The findings underline that extreme heat is already a major public-health threat across Europe, with thousands of lives at risk each summer.

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