Adidas shares plunge record 19% as World Cup bump falls short

July 30, 2026

Adidas (ADSGn.DE), opens new tab investors punished ​the German sportswear maker’s profit miss on Thursday, dragging its shares down a record 19% despite the company lifting its ‌annual sales outlook on demand for its retro apparel and a soccer World Cup boost.
Adidas’ operating profit in the quarter undershot analyst estimates as a marketing blitz related to the FIFA tournament dented margins. Some analysts said they had hoped the post-World Cup revenue outlook would have been even stronger.

Adidas is in a race to roll out new styles ​as the popularity of its Samba and Gazelle sneakers gradually fades. It had hoped to build from a strong World Cup showing as it ​seeks to stay ahead of rivals such as Nike (NKE.N). Reuters