Germany: The German sportswear maker Adidas expects sales in Europe to return to growth in the fourth quarter of 2026, supported by delayed shipments and higher wholesale orders, despite a decline in the region during the previous quarter.
Europe is Adidas largest market but has been its weakest-performing region. Heavy discounting by retailers and promotional activity linked to high inventory levels weighed on sales during the third quarter. The region accounts for almost one-third of the company’s total sales.
Currency-neutral net sales in Europe fell 4 percent to €2.24 billion ($2.50 billion) during the quarter. Adidas expects the movement of delayed revenue into the final quarter and stronger wholesale sales to help deliver high-single-digit growth in Europe.
The company’s performance was stronger in other major markets. Currency-neutral sales increased 12 percent in North America and 13 percent in Greater China. Adidas outperformed US rival Nike in China, where Nike recorded declining sales for nine consecutive quarters. Nike has also been expanding its focus on markets such as India to find new sources of growth.
Adidas was investing in new product designs as competition in the sportswear market intensifies. The company recently introduced the Adizero Adios Pro Evo 3, described as its lightest-ever racing shoe. The model helped Kenyan runner Sabastian Sawe break the two-hour marathon barrier in April, highlighting the brand’s focus on performance footwear.
Adidas also confirmed its previously reported third-quarter results and maintained its raised full-year guidance. The company increased its outlook earlier in October after stronger-than-expected quarterly performance. Strong demand for running and football products has supported its business during the year.
Marketing and point-of-sale expenses rose 4 percent to €833 million ($929.79 million). The increase reflected additional brand investment around the World Cup throughout July, alongside marketing spending returning to normal levels from August.
Adidas expected recovery in Europe will depend partly on the timing of delayed shipments and the level of wholesale orders in the final quarter. The company’s latest outlook points to improving regional sales, even as retailers continue to manage excess stock and promotional activity.
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