Adidas Rebounds with Strong Q2 Sales Boost

Sambas and Gazelles drive growth as soccer trends and new strategies take hold

Adidas reports an 11% increase in second-quarter sales, driven by popular footwear lines and soccer apparel.
Operating profits surged nearly 190% in the first half of the year, reaching €682 million.
European sales rose 19%, while North American sales saw an 8% decline due to the discontinued Yeezy line.
The company sold millions of jerseys tied to major soccer tournaments, contributing to a 6% rise in apparel sales.
CEO Bjørn Gulden's turnaround strategy includes new product launches and a focus on retail partnerships.