Adidas presents numbers
Gulden brings Adidas back on growth course
The worldwide number two in the sporting goods industry shaken its “Yeezy” problem and earns good money, for example, with retro sports shoes.
Two years after moving from the competitor Puma, the Norwegian Björn Gulden brought the sporting goods manufacturer Adidas back on course. In the current financial year, an operating result of 1.7 billion to 1.8 billion euros is to be achieved, said Adidas in Herzogenaurach. The turnover should increase by a high single -digit percentage. The problems with the elimination of the once profitable “Yeezy” product line in cooperation with the scandal rapper Kanye West are therefore processed.
Guilders: market leadership possible almost everywhere
Gulden now even wants to dig up the water to the much larger US competitor Nike. Adidas has the potential to become the market leader all over the world, Gulden said. However, this applies with the exception of the USA. “This is something that we shouldn’t even talk about,” he emphasized with a view to the Nike home market.
On the important Chinese market, the strategy of developing specially tailored products in China for China have already been approved. “You know that our biggest competitor has problems – that helps,” said Gulden. The goal remains a sales brand of 40 billion euros.
In the past financial year, Adidas had turned sales of around 23.7 billion euros, eleven percent more than 2023. The operating result rose to 1.3 billion euros after 268 million in 2023. The bottom line was a net profit of 832 million euros from continued business areas, after a loss of 58 million euros in the previous year.
“Yeezy” participated in the business for the last time
The sale of the last “Yeezy” products contributed to sales in 2024 with around 200 million and 650 million euros. According to Gulden, a total of 260 million euros went from the proceeds from the products to non -profit organizations, mostly through a specially set up foundation.
Adidas had separated from the rapper Kanye West after the musician’s racist and anti -Semitic comments had become known. The product line had previously run extremely successfully. The abrupt separation in connection with other effects had given Adidas a net loss for the first time in 2023 after 30 years.
After his surprising change from local rival Puma to Adidas, the former football professional Gulden had shot on some signal letters and also implemented personnel changes in the Adidas leadership days.
Among other things, the Norwegian relies on decentralized decision -making processes for regional markets. “We have to bring our thinking processes to the consumers as close as possible,” he said. In addition, he strengthened the position of sports retail compared to the direct digital end customer business – and was therefore successful.
Volunteer program for job cuts
Adidas, with around 62,000 employees worldwide, wants to delete 500 of the 5,800 jobs at the company’s headquarters in Herzogenaurach. A volunteer program will run until the end of March, said Gulden. If there is not enough employees against a severance payment to the job waiver, there will be a social plan. However, Gulden made it clear that this was not primarily a mining, but only the loss of positions that were not defined as not necessary.
dpa
Source: Stern
