Source: The Business of Fashion
Summary
Adidas reported a 14 percent growth in sales, achieving the highest quarterly net sales ever. The company’s strong performance was driven by double-digit sales increases in its key regions, including Europe, North America, and Asia. According to the company, the growth was fueled by the success of its Superstar and Ultraboost sneakers, as well as its partnership with high-profile celebrities. The company’s e-commerce sales also saw significant growth, increasing by 40 percent. Adidas’ CEO, Kasper Rorsted, stated that the company is confident in its ability to continue delivering strong growth.
Our Reading
The trend returns with a new name.
Adidas’ resurgence feels familiar, echoing the brand’s past successes. The Superstar and Ultraboost sneakers, once again, drive sales. Celebrities endorse the brand, as they have before. E-commerce grows, a predictable trajectory. Adidas’ confidence in its growth feels like a seasonal refrain.
Author: Evan Null
