Sales growth in Europe and China helped drive Adidas’ strong first-quarter results, while North America was a weak spot as retailers remain overstocked, the German sportswear brand said on Tuesday (Apr 30).
Adidas has been on a turnaround journey since a damaging breakup with rapper Ye ended its highly profitable Yeezy shoe line and it reported a loss for 2023, but the company’s sales have recently been boosted by the popularity of its “terrace” shoes such as the Samba and Gazelle.
Adidas CEO Bjorn Gulden said the lifestyle business drove sales in the first quarter, and that demand for terrace shoes was still growing. Footwear revenues were up 13 per cent over the quarter.
“Adidas has gone from the one no one wanted to touch to the brand that has all the positive momentum behind it,” said Marcus Morris-Eyton, portfolio manager at AllianceBernstein, which holds Adidas shares in its European Growth fund.
In the US, like other retailers Adidas has been struggling with excess stock and has cut prices to move products off retailers’ shelves.
Revenue in North America, its second-biggest market, declined 4 per cent year-on-year to US$1.20 billion in the first three months of 2024, but an improvement from the more than 20 per cent decline in the last quarter of 2023.
GET BT IN YOUR INBOX DAILY
Start and end each day with the latest news stories and analyses delivered straight to your inbox.
Sales grew by 14 per cent in Europe and by 8 per cent in China.
Overall, “much healthier” inventory levels and lower sourcing costs helped drive Adidas’ gross margin up by 6.4 percentage points to 51.2 per cent, the company said.
“The trajectory to get back to double-digit EBIT margins is on track,” Morris-Eyton said, adding Adidas has managed to cut back on discounting, and that terrace shoes are a high gross margin product. REUTERS
