default-output-block.skip-main
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Adidas Issues Profit Warning Amid China Lockdown Woes

A shot of the Adidas logo on a glass storefront.
Adidas issued a profit warning after its sales were hit by lockdowns and consumer boycotts in China. (Shutterstock)

Adidas AG issued a profit warning after its sales were hit by lockdowns and consumer boycotts in China, offsetting strong momentum in its key western markets.

The German sneaker company said although its second-quarter results are “somewhat ahead of expectations” with strong growth in Western markets, the recovery in Greater China was slower-than-expected.

Sales will now rise by mid-to high-single-digits on a currency-neutral basis this fiscal year, down from previous guidance they would grow by 11 percent to 13 percent, the company said in a statement Tuesday.

Adidas shares have lost more than third of their value since the start of the year. The American depositary receipts fell 7 percent on the update, which came after the close of trading in Europe.

Concerns over Covid-19 haven’t gone away in China with lockdowns frequent and mass testing still underway. Retailers have been affected by store closures and even when malls are open people need a 72-hour PCR test to enter.

Foreign brands are also struggling to hang onto China as a major growth driver amid consumer boycotts and preferential treatment for homegrown companies including Anta Sports Products Ltd. and Li Ning Co.

Adidas said it now expects revenue in Greater China to fall at a double-digit rate for the remainder of the year. That decline and the resulting excess inventory that will need to be cleared, means the company’s operating margin is now forecast to be around 7 percent in 2022, down from previous guidance of 9.4 percent.

The company said the downgrade also accounts for a potential slowdown in consumer spending in its other key markets where consumers are reining in purchases amid rising inflation.

By Dierdre Hipwell

Learn more:

Luxury’s Outlook in China Is Increasingly Uncertain

The long-term fundamentals of the all-important China market remain strong but short-term headwinds mean luxury brands could face a challenging year ahead.

In This Article
Topics

© 2022 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.

Aviator Nation’s pricey sweatpants and cashmeres had a cult following before they were swept up in the “dopamine dressing” phenomenon. Now, founder Paige Mycoskie – still the brand’s only shareholder – is ready to see just how big her vision for California surfer cool can get.


Small stores can remain competitive by scaling their private labels, testing new store concepts, and offering brands consumers can’t find on Farfetch or in Selfridges.



view more

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
How to Build a Profitable DTC Brand
© 2023 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions and Privacy policy.
How to Build a Profitable DTC Brand