Adidas Reported Record Revenue in Second Quarter 2026
The athletic retailer achieved record quarterly revenue of €6.743 billion while expanding its global store network.
Updated on Sept. 29, 2026 in Retail
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Adidas reached a record €6.743 billion in revenue during the second quarter of 2026, supported by a 25% increase in direct-to-consumer sales. The company expanded its global footprint to 2,034 company-owned stores by opening 62 new locations.
Why it matters
Adidas is aggressively expanding its direct-to-consumer strategy to reduce reliance on third-party retailers and maintain tighter control over inventory and brand pricing. This shift allows the company to capture higher margins and deliver a more consistent shopping experience globally.
Adidas reported a quarterly operating profit of €574 million, marking a 5% increase, while its gross margin improved to 52.5% from 51.7%. The firm also invested €924 million into marketing and point-of-sale activities during the quarter.
The players
Adidas
This global athletic apparel and footwear corporation designs and manufactures sports gear while maintaining a vast international retail network.
The details
The retailer grew its network through a strategic balance of 908 concept stores and 1,126 factory outlets. The 2026 FIFA World Cup served as a major catalyst for traffic, with the brand leveraging national team kits and 250,000 fan zone visitors to drive sales.
Timeline
January 2026: Adidas reduced its store count by 22 locations.
April 2026: The second quarter store expansion campaign began.
June 2026: The second quarter concluded with 2,034 company-owned stores.
Market Landscape
Adidas is aggressively following the retail industry trend of prioritizing direct-to-consumer channels to reduce dependency on multi-brand wholesalers. This strategic shift places the company in direct competition with other major athletic brands seeking to own the entire customer relationship.
Shoppers may find increased product availability and more exclusive items in company-owned stores as the brand shifts away from third-party retailers. These changes are intended to provide more consistent pricing and better access to premium gear for the average consumer.
The takeaway
Adidas is banking on its own retail network to maximize profitability and maintain brand control in a competitive market. Consumers can expect the brand to continue prioritizing its own digital and physical storefronts over traditional wholesale partnerships.
Further reading
For more analysis on global retail expansion, visit the Retail section.
Source note: This article includes information reported by Merca2.0 Magazine.
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