Adidas Targets Sales Growth, Market-Share Gains Through 2028

By Andrea Figueras

Adidas said it expects sales, profit and market share to grow through 2028, as it seeks to cash in on what it sees as attractive growth opportunities in the sporting-goods industry.

For this year, the German sporting-goods company forecasts a high-single-digit percentage increase in constant-currency sales and operating profit of around 2.3 billion euros ($2.67 billion) compared with 2.06 billion euros in 2025.

"The strong structural growth of the global sporting goods industry continues to be very supportive for Adidas," it said Wednesday. For 2027 and 2028 it aims to continue to increase market share, grow sales at a high-single-digit rate and deliver an operating margin of more than 10% in 2028.

Adidas expects strong cash-flow generation over the next three years, which will translate into increased dividends and share-repurchase programs, it said. Earlier this year, the company outlined plans to carry out a 1 billion euro buyback. In addition to this, the supervisory board proposed additional share buybacks of up to 1 billion euros in both 2027 and 2028.

Meanwhile, Adidas confirmed preliminary figures for the final quarter of 2025, with revenue of 6.08 billion euros compared with 5.97 billion euros a year earlier and operating profit rising to 164 million euros from 57 million euros.

Write to Andrea Figueras at andrea.figueras@wsj.com

(END) Dow Jones Newswires

March 04, 2026 02:27 ET (07:27 GMT)