Adidas AG has unveiled an ambitious growth strategy through 2028, forecasting substantial increases in sales, profit, and market share.
For 2026, the German sporting-goods giant anticipates a high-single-digit percentage rise in constant-currency sales and an operating profit of approximately 2.3 billion euros, a notable increase from 2.06 billion euros in 2025. Looking further ahead, Adidas aims to sustain high-single-digit sales growth in 2027 and 2028, targeting an operating margin exceeding 10% by the end of the period.
The company attributes this optimistic outlook to the robust structural growth within the global sporting goods industry. Furthermore, Adidas plans to enhance shareholder returns through strong cash-flow generation, increased dividends, and significant share repurchase programs, including a previously announced 1 billion euro buyback and proposed additional buybacks of up to 1 billion euros in both 2027 and 2028.
The company also confirmed its preliminary Q4 2025 figures, reporting revenue of 6.08 billion euros and operating profit of 164 million euros, indicating a positive trend from the prior year.
Originally reported as: “Adidas Targets Sales Growth, Market-Share Gains Through 2028”
