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.

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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.