Adidas Sets Ambitious Sales and Market Share Targets for 2028

Deep News03-04

The company forecasts high single-digit percentage sales growth for this year at constant exchange rates.

Adidas AG anticipates growth in sales, profits, and market share by 2028, aiming to capitalize on what it views as highly attractive growth opportunities within the sporting goods sector. The German sportswear giant projects high single-digit percentage sales growth for the current year at constant exchange rates, with an operating profit of approximately €2.3 billion ($2.67 billion), compared to €2.06 billion in 2025.

The company stated that the robust structural growth of the global sporting goods industry will continue to provide strong support for Adidas. Its objectives include continuing to increase market share in 2027 and 2028, achieving high single-digit sales growth, and reaching an operating margin exceeding 10% by 2028.

Adidas expects to generate strong cash flow over the next three years, which is expected to translate into increased dividends and share buyback programs. Earlier this year, the company announced a €1 billion buyback plan. In addition, the supervisory board has proposed further share repurchases of up to €1 billion each in 2027 and 2028.

Concurrently, Adidas confirmed preliminary data for the fourth quarter of 2025:

* Revenue was €6.08 billion, up from €5.97 billion in the same period last year. * Operating profit increased to €164 million from €57 million.

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