The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
FRANKFURT, Germany — Adidas AG predicted profit growth for this year that matched analysts' predictions as the struggling German sportswear maker as it pours money into catching up to larger rival Nike Inc.
Net income excluding some items will increase 7 percent to 10 percent, Herzogenaurach-based Adidas said in a statement Thursday. That indicates profit of 696.6 million euros at the mid-point of the forecast range, in line with analysts’ estimates of 697 million euros. Revenue excluding currency effects will rise by a mid-single-digit percentage.
Adidas, the second-largest supplier of sports gear, is trying recover from a bruising year that saw it lose market share in the U.S. and Europe despite being the official sponsor of last summer’s soccer World Cup. Hainer is increasing spending on marketing in the U.S. and moving more product and promotions decisions to its U.S. locations in a bid to make up ground and right a struggling golf business.
“Group sales development will be favorably impacted by a significantly improved top-line development at TaylorMade-adidas Golf as well as ongoing robust momentum” at the Adidas and Reebok brands, the company said.
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Adidas shares fell 38 percent in 2014. The company said Thursday it will keep the annual dividend at 1.50 euros a share.
Sales last year increased 2 percent to 14.5 billion euros, Adidas said, lower than a preliminary figure of 14.8 billion euros announced Jan. 23. Adjusted net income, also excluding a goodwill-impairment cost, was 642 million euros, less than the 650 million-euros preliminary number and a wide miss of the 830 million to 930 million euros goal that Adidas scrapped in July.
The company is searching for a new chief executive officer to replace 60-year-old Herbert Hainer and preparing to unveil a 5-year sales plan on March 26 to replace financial goals it scrapped last summer because of weakness in Russia and declining sales in the U.S.
By: Aaron Ricadela; editors: Matthew Boyle, Tom Lavell and Thomas Mulier.
From analysis of the global fashion and beauty industries to career and personal advice, BoF’s founder and CEO, Imran Amed, will be answering your questions on Sunday, February 18, 2024 during London Fashion Week.
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