Adidas sees Europe rebound in fourth quarter, streaks ahead in China
Adidas expects high single-digit growth in Europe in the fourth quarter of 2026 after third-quarter sales fell 4% to €2.24 billion. Sales grew 13% in Greater China and 12% in North America.
1. Europe poised to recover
Adidas expects Europe, its largest market, to return to growth in the final quarter of 2026. The company cited a strong order book, delayed shipments moving into the period and higher wholesale sales. European sales contracted in the third quarter amid heavy retailer discounting and high inventory levels.
2. China sales grow
Third-quarter sales grew 13% in Greater China, where Adidas said it outperformed Nike, and 12% in North America. CEO Bjorn Gulden said Adidas was still taking market share and saw no signs of clouds in China in the coming quarters.
3. Guidance confirmed
Adidas confirmed its previously released third-quarter results and raised full-year guidance, citing strong sales of its running and football lines. Marketing and point-of-sale expenses rose 4% to €833 million.
