Adidas performance in Greater China
In the third quarter, Adidas recorded significant growth in the Greater China market, with sales increasing by 9% compared to the previous year. This result brought sales to 946 million euros, the highest value since the end of 2022. The growth is particularly remarkable considering the difficulties faced by other companies in the sector, which are struggling with weak consumer demand and economic uncertainty. Adidas, on the other hand, has been able to capitalize on robust demand, demonstrating its resilience in a complex market environment
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Results in North America
In North America, the second largest market for Adidas, sales showed a mixed trend. Although there was a 7% decrease to 1.36 billion euros due to the currency effect, excluding the Yeezy line, sales increased compared to the previous year. This positive sign is a clear indication of the return to growth for the brand, which has seen a significant recovery under the direction of CEO Bjorn Gulden. His leadership has led to renewed confidence in the brand, with a strategy that aims to strengthen Adidas’s presence in the North American market
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Market trends and strategies
One of the most interesting trends that has contributed to the growth of Adidas is the return of “terrace” shoes, retro models inspired by the footwear of the soccer fans of the 70s and 80s. This strategy has allowed Adidas to gain market share, challenging rivals like Nike and catching up after the difficult separation with rapper Kanye West. The ability to innovate and adapt to market trends is fundamental for the future of the company, which continues to invest in new collections and collaborations to attract an increasingly diverse clientele
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