Source: Business of Fashion
Summary
Adidas reported an 11 percent increase in sales in the fourth quarter of 2025, according to the company’s latest earnings report. The German sportswear giant’s revenue growth was driven by strong demand for its products in key markets. Adidas’ CEO, Bjørn Gulden, said the company’s focus on innovation and sustainability contributed to its success. The company’s net income also rose, beating analyst expectations.
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The trend returns with a new name.
Adidas’ sales growth is not surprising, given the cyclical nature of the sportswear industry. The company’s focus on innovation and sustainability is a familiar strategy, reminiscent of past efforts by competitors like Nike. The use of buzzwords like “innovation” and “sustainability” is a common practice in the industry. Adidas’ success is likely due to its ability to repackage familiar ideas and present them as new. The 11 percent sales growth is just another notch in the cycle.
Author: Evan Null
