Adidas sees Europe return to growth in fourth quarter, confirms raised guidance
Adidas expects high-single-digit growth in Europe in the fourth quarter of 2026, citing delayed shipments and higher wholesale sell-in, and confirmed its raised full-year guidance. European sales fell 4% to €2.24 billion in the third quarter.
1. Europe outlook improves
Adidas expects its largest market, Europe, to return to growth in the fourth quarter, with high-single-digit growth as delayed shipments shift into the period and wholesale sell-in increases. European sales fell 4% to €2.24 billion in the third quarter amid retailer discounting and high inventories; the region accounts for almost a third of group sales.
2. Guidance and other markets
The company confirmed its previously raised full-year guidance, citing strong sales of its running and football lines. Sales grew 12% in North America and 13% in Greater China, while marketing and point-of-sale expenses rose 4% to €833 million.
