Earnings call transcript: Adidas Q4 2024 sees strong sales growth and market recovery

Adidas AG, with a current market capitalization of $45.6 billion, reported robust financial results for the fourth quarter of 2024, showcasing a 19% currency-neutral sales increase and a significant boost in operating profit. The company’s strategic initiatives in product innovation and market expansion contributed to its strong performance, with net sales reaching $23.6 billion. According to InvestingPro analysis, Adidas maintains a "Fair" overall financial health score of 2.34 out of 5, with particularly strong momentum metrics. Despite the absence of specific earnings per share forecasts, the company’s performance highlights its solid market position and growth trajectory.

Key Takeaways

• Net sales increased by 12% on a currency-neutral basis.
• Operating profit surged by 400% to $1.37 billion.
• The company successfully eliminated its Yeezy inventory.
• Double-digit growth was recorded in Europe, Greater China, and Latin America.
• Adidas aims for a 10% EBIT margin by 2026.

Company Performance

Adidas demonstrated substantial growth in Q4 2024, driven by a strategic focus on product innovation and market expansion. The company reported a 19% increase in currency-neutral sales, with notable growth in key regions such as Europe and Latin America. The successful launch of new products, including the Terrace shoes and innovative running gear, bolstered its performance. InvestingPro data shows the company maintains a healthy gross profit margin of 49.7% and has achieved revenue growth of 3.24% over the last twelve months. Additionally, the company eliminated its Yeezy inventory, contributing to improved financial metrics. Want deeper insights? InvestingPro offers 10+ additional exclusive tips and comprehensive financial analysis for Adidas.

Financial Highlights

• Net sales: $23.6 billion, up 12% currency-neutral.
• Gross margin: 50.8%, an increase of 330 basis points.
• Operating profit (EBIT): $1.37 billion, up 400% year-over-year.
• Net income: $824 million.
• Q4 growth: 19% currency-neutral, with 18% Adidas brand growth.

Outlook & Guidance

Looking ahead, Adidas expects to maintain double-digit growth in 2025, excluding the impact of Yeezy. The company forecasts an EBIT range of $1.7 to $1.8 billion and aims to achieve a 10% EBIT margin by 2026. Based on InvestingPro analysis, analysts maintain a moderate buy consensus with a potential upside of 17%, with price targets ranging from $171 to $321. Adidas plans to continue investing in brand development and local market strategies, with a focus on expanding its presence in the running, basketball, and lifestyle categories. For comprehensive analysis including Fair Value estimates and detailed financial metrics, explore the exclusive Pro Research Report, available to InvestingPro subscribers.

Executive Commentary

CEO Bjorn Golden expressed confidence in the company’s trajectory, stating, "Twenty twenty-four was the year of sports. We took on the pressure. We claimed our spot." He emphasized the importance of timing, adding, "Everything being equal, the time for us is now." These statements reflect Adidas’s commitment to capitalizing on growth opportunities and strengthening its market position.

Risks and Challenges

• Potential supply chain disruptions could impact product availability.
• Market saturation in key regions may limit growth potential.
• Macroeconomic pressures, such as tariffs, could affect profitability.
• Increased competition in the sportswear market may challenge market share.
• Currency fluctuations could impact financial results.

Q&A

During the earnings call, analysts inquired about Adidas’s U.S. market recovery, to which the company expressed optimism. Questions also focused on production capabilities and the positive order book across markets. Adidas highlighted its flexible production capabilities and ongoing monitoring of potential tariff impacts.

Full transcript - Adslot Ltd (ADS) Q4 2024:

Miretti, Call Operator, Adidas AG: Ladies and gentlemen, welcome to the Adidas AG Full Year twenty twenty four Conference Call. I am Miretti Chorus Call operator. I would like to remind you that all participants will be in listen only mode and the conference is being recorded. The presentation will be followed by a Q and A session. Session.

At this time, it’s my pleasure to hand over to Sebastian Stessen. Please go ahead.

Sebastian Stessen, Investor Relations, Adidas AG: Thanks very much, Maura. Good evening, good afternoon, good morning, everyone, wherever you’re joining us today. And welcome to our twenty twenty four full year results conference call on a beautiful sunny day here in Herzegenauroch. Our presenters today are our CEO, Bjorn Golden and our CFO, Harm Ohlmeier. And while there is actually a lot of newness in our product pipeline, as you will see and hear in a minute, there’s not much new about the agenda of this call.

As always, we will kick it off in a second with Bjorn and Harm taking you through the puts and takes of the quarter and the full year and explaining our outlook for 2025 to you. After that, we will move to the Q and A part of the session. And also here, as always, I would like to remind you that during the Q and A session, you limit your initial questions to two to allow as many people as possible to ask their questions. Thanks very much in advance for sticking to that rule. And now before I’m going to hand over to Bjorn, we will start with a video to put everybody in the right mood.

Let’s go and enjoy.

Speaker 2: Twenty twenty four was the year of sports. We took on the pressure. We claimed our spot. We brought back the joy in sports with a powerful message. It’s only Suddenly

Bjorn Golden, CEO, Adidas AG: suddenly the beginning.

Speaker 2: We have all

Bjorn Golden, CEO, Adidas AG: of innovation.

Warwick O’Kane, Analyst, BNP Paribas: We pushed

Speaker 2: boundaries like never before. Twenty twenty four was our year.

Dania Peralta, Analyst, RBC: Adidas is doing something special.

Warwick O’Kane, Analyst, BNP Paribas: Waiting so long for this part.

Bjorn Golden, CEO, Adidas AG: Maybe one of the most iconic things in history is

Speaker 2: Because we are who we are. And we know who we want to be. The last month of how we have celebrated sports has been fantastic.

Bjorn Golden, CEO, Adidas AG: Our time

Speaker 2: our time has come to take the shot, to make the count, to be bolder, to push further, to to inspire millions, in sport and in culture. This is what we do. This is who we are. We are ready. Acceleration.

Bjorn Golden, CEO, Adidas AG: Chance of a lifetime. Yes. Hello, everybody. Also from my side, I hope as always that you enjoyed the video showing all the things that happened in 2024. And I think if you remember a year ago when we talked to you about the year, we said it would be a year in the spirit of Adi Dussler, a sports year.

And we always have to remember that we are a sports brand and we hoped that 2024 would be the revival of Adidas again given all the sports events that were happening. And I’m very, very happy and actually proud of what we did achieve in 2024. It was a great year. And the events that we talked about many, many times, both the euro and the COPPA, was great events for the fans. And of course, us winning with Spain and we winning with Argentina was of course the right signal for us to you and to the consumer.

And also the euro in Germany where there was a lot of negativity also to the Jersey you see on the picture with the way Jersey, we were able despite the announcement that we will leave the FPA end of twenty twenty six to actually oversell many, many times the forecast and the expectations. So it was an extremely successful summer for us when it gets to soccer or football. And then going into the Olympics and Paralympics was the same story. A lot of skepticism, but it ended out, in my opinion, being the nicest Olympics and Paralympics ever. And again, although we wished we had even more athletes in federation, I think we showed off as a brand that we could be proud of and it came to the right time.

And I think in general, if you follow sports, we showed up both, I would say, on the footwear side and the apparel side and also outside the stadium around sport in a yes, I would say it in a way that is linked again to the old Adi Dessler spirit. And I would like to remind one more thing because for me this was maybe the one of the most emotional things, the Special Olympics, although the summer games in Berlin was in 2023. Next weekend, it starts the Winter Special Olympics in Italy. And for me, when we talk about we want to change people’s lives through sport, I don’t think I’ve seen any athletes or friends or families being so affected by sports like these ones. And I hope you have the time to follow it and support it because it’s really, really moving.

And again, a great thing that we at Adidas are doing. And a lot of our people, when we now dressed up all the Winter Olympics worked here on our campus. And I think it was extremely motivational and a great thing. But it wasn’t only sports. I think you would agree that it was the year where we had the hottest shoes.

We had talked about the so called Tara shoes for a long time. The Samba, Gesell and the Speciale, which we educated to you two point five years ago with tariffs has been scaled and of course been extremely important for us and I think also for the trade to generate excitement and sales. That was followed up during 2024 we bought the Campus, which is not the Terra shoe and SL72 as a classic shoe. When you look at that picture and you see how that has dominated in many markets, and we know that this has happened over the last eighteen months, this is, of course, the reason for the brand heat again. And it shows the enormous power of our brand and of three stripes and of course makes our job easier and makes us also proud and also optimistic about the future.

We think the future will, A, probably be low profile starting when the weather gets hot. There is a lot of talk about it. It hasn’t really commercialized yet, but we and other brands of course have many silhouettes on the way to the market. And we think it will be an extension of the Samba, what should I say, trend. At least we are ready and then we will see how the consumer will react.

More importantly, both short and long term is, of course, lifestyle running. We have talked about it also for eighteen months, the need to get lifestyle silhouettes into the lifestyle area that can be scaled. And you know, I think from talking to the trade that we finally have silhouettes that are doing extremely well. On the left side, you see our Evo SL, which is coming out of performance. It’s a takedown of what we did with AdiZero Evo and with Pro four and it’s now EUR 150 EVO SL without the carbon plate and it’s flying in all channels.

We can’t keep it in stock and we are, as we’re speaking, increasing capacity both from the tooling point of view, but also for the factory. This will be several million pairs over the next twelve months. But not only that, we have four, five silhouettes now in the running space that are being incubated and many of them already with, I would say, good to very good results and maybe also an innovation. You see the four d printed Klima Korsho, which is the first foam based printed shoe in the market, will be in the market already in April and it’s also getting orders from the trade in much, much bigger numbers than we thought. That’s the same thing there.

We’re scaling it up and it will be something that you will see in the market more and more over the next twelve months. And then already a year ago, we said that after Terrace, we will then also start to scale the Superstar. We did then delay it in certain markets because there were no need because the heat of the Terrace shoes and also Compass was so high. But we have started releasing some peers in certain markets. And as you can see here, a lot of collabs from working with Pharrell, with Edison Chen and doing a lot of activities around it.

This will be a whole franchise, although it will of course scale at different speed in different markets depending on the volumes that we will then start to release in the market. And believe me, it will not stop there. There is a lot of innovation and design going into the second half twenty twenty five and also, of course, into the spring of twenty twenty six. And I can assure you that both in performance and in lifestyle, the pipeline is full. It’s now up to us to face it rightly together with the markets.

And I hope you come here the next couple of weeks and months so you can see what we have in the showrooms. We have this luxury of being in sports and lifestyle and we say the magic happens when we’re united. I think you were all excited to see that we brought the trefoil back again on the pitch with the second and third jersey of some of the big clubs. You see some of them here. And we have generated this soccer culture in the street that I don’t think we’ve ever seen before.

People are now dressing in soccer jerseys from the past, both licensed and unlicensed. And this is, of course, a direction which is very, very good for us. And we are 100% sure it would last into the World Cup next year. And it is sport, footwear and apparel. Don’t forget that even the Samba is an old soccer shoe, which maybe initiated this and there’s quite some franchise support on footwear and especially apparel that is in the pipeline going into the summer of twenty twenty six.

Then new for us and probably also for you, we launched a couple of weeks ago, you know, our cooperation with the formal warranty of Mercedes AMG Petronas. A great, what should I say, Colab partnership that happened in a very short time. I think we didn’t even have a year from when we shook hands till we actually had the first product. Initially doing very well, great drivers, great concept in what’s the market that we are new to. And don’t forget, this is actually a commercial deal with us that we will make money on.

And I’m very, very happy with this relationship and there might be more to come. In general, I think I told you before that we have about 3,500 partnerships either through celebrities, players, athletes, federations and teams. And we’re adding a couple every day. And here are some of them. Extremely proud, of course, that we have Bonmartie, the Ballon d’Or winner as a female soccer player and that we were able to sign Yamal, who I think we have to agree is maybe the biggest talent that exists.

And for The U. S, Savage Hunter, who won the Heisman Trophy, which has a huge following in the street culture in The U. S, will be a very, very important partner for us. And generally, you see here some of the personalities that will be important going forward. Very happy with who we have in the different markets.

And as I said, there is movement here all the time. We talked to you beginning of 2023 that we had some work to do and 2023 was, of course, about fixing that. And then we promised you in 2024 that we’d be a better company. And as I said in the beginning, I’m proud what we delivered. You remember, we grew the sales to $23,600,000,000 almost $23,700,000,000 which is 12% of currency neutral.

We were extremely happy with the development of the gross margin. I mean, Harm will explain to you a little bit more about it later. But that 50.8%, three thirty basis points improvement that shows you that we had the right product in the market and of course that our discount level was much lower than what it has been in the past. Our operating profit or EBIT ended then at the $13.37, which is up 400% from last year. And I think we did deliver on all the KPIs the way we promised or actually a lot more than we promised.

And as I said again, we are proud and very happy to see that. What was cool was that in Q4, although it was a volatile market on the retail side, we did actually accelerate our growth. And you see it here that all markets had double digit growth except for Japan, South Korea. That was mainly due to a warehouse in South Korea that the roof collapsed, so we were trapped on merchandise. So for all, which I say, business purposes, there were double digit growth everywhere.

And I hope you also note that North America for the first quarter in a long, long time were up double digit and that gave us then the EDAS brand growth of around 18% in Q4, which again was much better than we initially had expected. For the full year, that gives you then basically a flattish sales number in America, plus one for the Natus brand. Remember, heavily negative in the beginning of the year, double digit growth in Q4. And we told you all the time that North America is kind of lagging six to nine months behind the rest of the world, so that showed out to be true. Europe continued through the whole year with fantastic growth, up 19% or 20%.

Greater China, a good turnaround, great job of the team being up 10%. Japan, South Korea, we talked about of 10 despite the issues. LatAm very, very strong. I think we are clearly number one in the region and most of the countries in LatAm of 28. Immersion markets, our entrepreneurs in difficult and spread around markets, up almost 20%.

And that gives you then the total growth of the DAS brand of 13% and the currency neutral growth of 12%. If you look at the channels, our wholesale business grew 14%, again showing that we have better sectors and better performance and still have very, very good interest from our retail partners. Our own retail, that means the brick and mortar stores grew 15%. I can tell you that like for like, our concept stores were up more than 20% and the factory outlets in the mid single digit. And that again tells you it was the high end and not the discounted part that was growing.

And as you also know in the factory outlets, we had a lot of clearance at the beginning of the year. And at the end of the year, we didn’t even have enough merchandise to actually do the sales that we could have done. ECOM, plus 6% the way we reported. If you take the Yeezy sales out even up 2018. And again for those of you who believe that we are not interested in digital or e comm, that is of course not true.

And the investment in e comm, a, from the way we present the product and the way we try to improve is, course, continuing. But I think it’s important that both brick and mortar and e com and especially our wholesale business is very important for us depending on where the consumer goes in the different markets. That gives you the balance of sixty-forty between wholesale and D2C, D2C being spread around 20 or fifty-fifty percent or 22.18%. And again, these numbers are not targets. They move from quarter to quarter depending on where the consumer goes.

And we are extremely flexible in this global number. Important is that we optimize it for what the need is in the different markets. If you look at the divisions, led by footwear again up 17, very strong number. Apparel, starting with negative numbers and then growing double digit at the back end of the year, up 6%. And then accessories, which normally is where you actually exploit the heat of your brand into cash up only 2%.

Of course, we can do better. But as you also know, we can’t put priorities on everything. So the way this is, again showcases where we put our priorities during 2024. That gives us a healthy balance of over 60% in footwear, 35% in apparel and sex and accessories. Again, I think a very safe split between the different divisions.

What the product is meant for, on the way we categorize it, performance of 9%, so almost up double digit growing through the year. Sportswear, the lower more commercial end of both footwear and apparel with the performance level up 6%. And then of course the higher end of lifestyle including basketball partnerships and skateboarding with up 25%. And to be honest, when you lead the brand by lifestyle to create heat then exploded in performance and then commercialize in sportswear is kind of the strategy. And again, looking back, I would have signed off for this split anytime in the last two years if we could have agreed upon it upfront.

I think that was kind of the background for FBR. And then I’ll hand over to Harm to kind of give you the resource then with the different KPIs.

Harm Ohlmeier, CFO, Adidas AG: Thank you, Bjorn. And good afternoon also from my side. And it’s a pleasure now to give you some more details on the P and L and also on the balance sheet. And as always, I want to start with the kind of executive summary that Bjorn alluded to already. So key number here, besides the $24,000,000,000 almost $24,000,000,000 net sales, it’s 12% currency neutral growth.

And then of course what’s important for you, the underlying Adios brand is even 13% up currency neutral because I would say many, many times there has been $650,000,000 of Yeezy business that of course will not be repeated in 2025 when we talk about it. As you said, very healthy gross margin. We are in control of the inventory. We are in control of the discounting. And I’ll give you some more details in a minute.

That led into an operating profit of $1,337,000,000,000 up 400%, more importantly, delivering a 5.6% operating profit. This includes CHF 200,000,000 of easy profit, but I come to that later how we decompose all to the puts and takes of the operating profit. But I also would like to go to the development that we had from the beginning of the year. And I know many of you said we have been very conservative with our guidance at the beginning of the year on January 31, where we said it’s mid single digit increase and $500,000,000 operating profit. And of course, we sold some Yeezys and we did better than we expected.

And again, we changed it in April 2016, then in July 2016 and then October 2015. So pretty much every quarter we went out ad hoc and we moved from mid single digit increase to at the end of the day the latest guidance was around 10% and we moved from $500,000,000,000 to $700,000,000 1 billion dollars and then at the end $1,200,000,000 operating profit. And even that compared to the guidance, we beat and came over with an ad hoc on, I believe, January 21. And I want to reiterate, I talked to many of you. I don’t want to be on record to do that again with four ad hocs.

Love to do it if it always goes in the right direction, but we believe you also have a better grab on the business that we know that we don’t need to go out hopefully every quarter. But of course, as always, we under promise and want to over deliver. So it’s not just easy, I mean, how we get from the $500,000,000 to the 1,300,000,000 underlying that was $600,000,000 adios brand. That is really everything that Bjorn talked about from the product momentum and brand momentum and all the work that the teams have done is seen in the Adios brand and that’s how we led to the 1,300,000,000 So it’s not just a easy story that’s very important to bring that across. And then of course the acceleration of Q4, when you just look at Q4, you see a 19% currency neutral growth.

And also there many of you remember that we had readjustment of the Argentinian peso last year in Q4 and rest assured that 90% is a real currency neutral growth and the Argentine peso has nothing to do with that one. And again, there are some easy still that we did in Q4. So from an ARIA’s brand point of view, I would have been up 18%. You also see how the gross profit five twenty basis points up. For the full year, we have been three thirty basis points up.

You also see there what we always talked about some easing of the currencies. So that even helped in the fourth quarter. So it was 49.8% and more importantly five twenty basis points up. And then the $57,000,000 of profit, of course, significantly better than the loss of $377,000,000 the year before. But if you have done your homework and read through the announcement this morning, there’s also $150,000,000 1 time cost in Q4.

So it could have been $200,000,000 operating profit as well, but that’s the acceleration in the fourth quarter that we had as well. So with that, I want to decompose a little bit where we are from a gross profit and the puts and takes. I don’t want to go through that one. Of course, there’s a positive from a product cost point of view. It’s not just the volume that we’re scaling, but also utilizes the capacities in our factories in Asia in a better way that gives us better product costing in 2024.

Freight have more than normalized, so there was still a benefit in 2024 compared to the year before. The business mix, of course, has positively contributed to tariffs as well, because you can imagine it was all the products that we have sold there. There’s significant business mix and benefit from the tariffs set up as well. Very, very disciplined, especially in e commerce when it comes to discounting. We really controlled and that probably led to some slower growth even outside of the Yeezy business in e commerce, but very profitable growth in e commerce because we did less discounting.

And then inventory provision, you remember, we had a lot of old inventory that we had provided for in previous years, but we sold that successfully as well. And of course, we reversed some inventory provisions from the prior years also in the margin that was a positive. Easy, you can see in the picture here, only 30 basis points, still a benefit from 50.5 to 50.8, but a minimal base benefit. And again for all of you on the call, it’s a starting point for us and 25% to compare to is that 50.5% gross margin. Still very healthy, very happy with that one.

And you see in the call out here when it comes to Q4, you see no easy effect in Q4 and of course the negative currency effects that we had for the full year are already fading in Q4. And I will probably talk about the dollar ups and downs later on that will keep us busy. But I also want to give you some hint on where we will be at 25% and what you can expect from a gross margin point of view. So we still believe we could continue to see better product cost given the volume that we plan to grow, how we utilize our factories, how we are more agile in our sourcing approach. When it comes to freight, business mix is probably more neutral, Discounting, this is especially in North America, as we always said, we are six to nine months behind.

We still did a lot of clearance at ’24 North America. That is mainly contributing to less discounting also in ’25. So that should be a slight positive. Inventory provisions, we have clean inventory. Yes, we have $5,000,000 inventory at the year end, but it’s very, very clean.

So do not expect significant further benefit from releasing provisions from the past. Yeezy will be gone, so that’s a negative, but only the 30 basis points. And FX, in the past, I probably talked about some tailwind, but we all know where the dollar moved and then it moved luckily again today to 107. So credit to all the banks or not, because they said last week still it will go below parity, then it went to $107,000,000 today. And you remember, I’m still praying every day that it moves to $110,000,000 but my prayers are being heard, it sounds like.

So with $107,000,000 we are more relaxed on the FX as well, so it’s going in a good direction. So these are the puts and takes of the gross margin. So we are confident that this is also under good control. Moving further down the P and L, I want to highlight probably two things. One is the other operating income, which is a significant improvement of $100,000,000 in that line.

And of course, that is linked to the settlement that we reached with Yae in the third quarter. We talked about it. But I want to remind everyone, we had a release of the risk that we put into the P and L in previous years. Through the settlement, we released $100,000,000 other income. That is the increase at the benefit in $2,024,000,000 dollars versus ’23 But at the same time, we put further 100,000,000 donations in that went through the P and L that we granted to our Adidas Foundation to be donated from a cash point of view in the coming years.

So that’s a neutral effect. And then as I mentioned earlier, there has been $200,000,000 onetime costs that will not repeat themselves in $2,025,000,000 dollars 50 million dollars of that roughly in Q3 and another 150,000,000 roughly in Q4. So and of course, there’s a easy profit of AUD 200,000,000 in the overall operating profit. When I decompose it again to just be very, very clear, the starting point is AUD $1,300,000,000 We released given the settlement $100,000,000 in other operating income. Then we did the donations of $100,000,000 So it’s neutral both of these.

Then we had one off cost of $200,000,000 that will not repeat themselves in ’25 and of course the easy profit of $200,000,000 in simple math will also not repeat itself. So for you, it’s easy math for us and also for you. So the baseline in 2024 is $1,300,000,000 and that’s what the starting point is also for we need to compare to in 2025. I hope it’s very simple and very clear, but I just want to remind everyone what the starting point is. If I go further down in the P and L, there has been quite some talk in the past about financial income and the financial expenses.

You see that we take the benefits of higher interest rates. So we gained million more through putting our cash at work as well, so higher interest. But we also had some countries where we had some financing costs, where we didn’t recapitalize fully, so there are local financing, their growth. And of course, in some countries, we still have to deal with negative currency effects in a very volatile world around ourselves and that are the puts and takes, but also 25 should be much smoother when it comes to the net financial expenses. There was a lot of talk last year about the tax rate of 189%.

I explained that many times last year. But also here, we always said if you get to a better profitability, the tax rate will normalize and that’s what you see here. It’s around 26.5%. And of course, our expectation is that that will further improve over the years to come. But I would say it’s largely normalized and now that lead to a net income of $824,000,000 Going to the balance sheet, starting with inventories.

I said during the last couple of calls, we have probably seen the lowest inventory in 2024, given the growth profile that we have and that is actually coming to fruition. We finished the year with $5,000,000,000 11 percent up. That gives you an indication based on the increase that we gave in our guidance that we needed to have that inventory to fulfill our demand going into $25,000,000,000 as well. And when you see the development of that still in the previous quarters with Yeezy in there, but also there you see there’s no Yeezy at the end anymore. So there’s just I wanted to confirm that again, not one Yeezy shoe left in our inventory.

So it’s $5,000,000,000 of fresh inventory that is also needed to fulfill the demand going into 2025. When you go further down the balance sheet, you have accounts receivables 26 up. That also gives you an indication on what the wholesale growth had been in the last couple of months depending on the payment terms that we have with our customers, but very normal and very high correlation to what we are selling into wholesale as well. Accounts payable, of course, is going up as you are building up the inventory. That is what we have to pay to our suppliers in Asia as they are producing and shipping the products to us.

That is up 36% currency neutral. And highlight all in it together is the development of the operating working capital, which is probably the best seen in this graph here, where we are coming from in Q4 twenty twenty three from 25.7%, almost 600 basis points down to now 19.7%. I feel on record when we talk about a healthy company in operating working capital, we are probably ahead of where the P and L is. I always said if you’re below 20%, we are absolutely healthy company and managing our working capital very, very well. And that’s why we also gave a guidance.

Probably seeing conservative, some of you again of 21% to 22%. As I said, below 20% is definitely best practice in the industry. We keep investing into the company as well, into the brand. Capital expenditure, we did spend $540,000,000 We gave a guidance of around $600,000,000 again for $2,025,000,000 dollars So we keep investing, but also not overshooting there. So also there are no concerns $600,000,000 on a steady state is probably a good number to have in your Excel sheet.

Where did we invest it? Primarily the brand in the controlled space. So the new stores, upgrading stores, shop in shop and wholesale, that is where half of the investment is going into. Yes, we are rolling out S4HANA to modernize our infrastructure on the tech side and IT side as well. And you also see in logistics, we have the capacity to grow further with the warehouses around the world.

And yes, there’s also the one or the other being added or modernized, but the majority goes into the brand representation at own retail or on our wholesale accounts, so also good development. Cash is important in today’s world. The world became very volatile and is becoming more volatile every day. So it’s good to have DKK 2,500,000,000.0 in cash on the balance sheet. That also gives us some higher appetite in risk that we can invest into the future.

So I’m very, very happy to see that and I’m pretty sure you have some questions what we’re going to do with that cash in the future. But first and foremost, we’ll invest that into the operational business. And of course, that will lead to a better rating hopefully going forward as well. As you see here, the cash development is very positive compared to the last couple of years. And even more important, the adjusted net borrowings has come down significantly.

And I’m pretty sure we have surprised positively our rating agencies, Moody’s and Standard and Poor’s as well with this number here getting significantly below our financial policy target of two point zero, finishing the year with 1.5 on the net borrowings over EBITDA ratio. Very, very healthy again and this gives us the foundation for further growth and investing into the right areas. So we believe it’s good to have a strong balance sheet and good leverage in our overall business. That also allows us to pay some dividend. So also here almost three times up from EUR 0.7 to EUR 2 per share and the total payout will be at EUR $357,000,000.

That reflects the stronger balance sheet, the cash on our balance sheet, the confidence into our outlook and of course, we are now within the range target range of 30% to 50%, even a little higher than the average was 43 percent. So pretty happy where we are with that one as well. And then hand over to Bjorn again to tell you a little bit more what we do with our cash. Thank you.

Bjorn Golden, CEO, Adidas AG: Yes. As we have told you, a couple of times, we created the Lidar Foundation, which are led by external people. Sylvia Schenk is there, for example, also Doctor. Edward Moses is there and a group of other people. So they manage the money that we actually put into the foundation and make sure that they support projects fit for fighting hate and discrimination, sport for sustainable development and access to sport for vulnerable groups.

We have through our P and L the last two years put in around SEK 200,000,000, SEK 2 10 million. And in addition to that, we have donated around CHF 50,000,000. So the total amount of, what should I say, money that has gone through our P and L for donation is then somewhere between CHF $250,000,000 and CHF $260,000,000. And I think I’m very thankful and also proud of this because this is, of course, something that was made possible by some decisions that we made. ESG, of course, a topic and I want to make very, very clear that our commitment to improving the environment and also to work on everything that improves human rights in our business is still there.

You can see that we reduced our carbon incentives intensity per product by a little bit more than 5% since 2022. This is in line with our targets. We are almost at 100% recycled polyester. The CDP, the organization that screens companies for what they do to improve the climate has given us an A, that’s probably an A minus last year. And as many companies, of course, we are changing all operations to 100% solar.

That’s for both U. S, Canada and Europe. And this is just part of what we’re doing. If you look at human rights, you can see some of the results there. The rest you can read in two forty two pages in our ESG report, which again, I would say is crazy.

And I think we all have to agree we need to simplify this reporting with the interest of you and of us. I hope you guys talk to your compliance people and that we can start to work on things in a little bit more constructive way because our annual report, I think, is almost 500 pages. And I can say that I doubt if you read it in a way that you remember the most important thing in that two forty two ESG pages. But it’s a different topic, but the bureaucracy to drive a business here in Europe is, in my opinion, out of control. I would also like to say a couple of things when it gets to all employees.

We are now around 62,000 employees. They come from 170 nationalities and you see it’s a little bit more women than men, 51%, forty nine %. We currently know our leadership 40.7% being women. And we still think as a normal evolution of our business, the way we drive the business that we should be a fiftyfifty men, women set up. And I think you will see that development continue.

We, as a management group, more or less have been here for two years. We have talked to you as a group, at least Harm and I have, since beginning on 2023. So we are halfway there. And we said that we will define ourselves as a healthy company if we achieve the following, which I repeated many times, which is a double digit grow every year. It’s a margin between 5052%.

It’s marketing around 12%. I think I said that also when I was at Puma, although I hear that I didn’t invest enough in marketing, which is interesting. But I repeat that I think 12% is enough. And cost base of around 30% gives you the 10% EBIT. And Harm and Me, when we went before I joined, agreed that with everything we know of this industry, if we’re doing a decent job with the current structure of the business, we think that 10% is achievable and our goal is to get there and then we can talk about what’s then after that.

If you then try to explain how we got there, at least for me personally, it’s of course luck because you’re coming into a company that is not doing well. It’s of course easier than to be part of changing it than it is to actually be part of something that is very successful. So I personally have been lucky. I think for the company, timing has been positive. You’re all aware of that the big competitor is struggling and you’re also aware of that the world is very volatile.

And the volatile world, when the biggest one is struggling is, of course, an advantage for someone who wants to change their model, and we’ll get back to that in a second. What is most important is, of course, effort and attitude. And it’s obvious that many, many people in our organization has done an unbelievable effort to turn this around and that the attitude to wanting to do business and wanting to solve issues has had a dramatic change. As an example, we sourced 140,000,000 more pairs of shoes last year than we did the year before. And of course, that is impossible in a planned business if you don’t have the right attitude and the right effort.

And if it is in sourcing or if it is in sales or in marketing or in finance or in any other function, I am very, very proud of the way the people have stepped up to actually turn this company around. And that is, of course, what always has been that Edina’s DNA and which I think we have all come up again. But you also have to be aware of that we had to break a lot of internal processes and rules to get there. And I think we all understand that if we want to be a 10% EBIT company or more stable going forward, what has brought us here will not be what will bring us further. So we need to do some changes to adopt our business model and our organization to achieve this.

And the biggest, biggest, biggest, biggest thing is to reduce complexity. We have built an organization that is very, very centralistic based on that you can actually achieve the same success in all the markets almost with the same merchandise and the same processes. And of course, the way the world has developed over the last five, six years, that doesn’t work. That’s why we have bought from the markets into headquarter and in headquarter works on trying to define new operating models or one operating model that then mirrors the way the world is actually developing. And very simplified, it shouldn’t be a surprise and you can call this strategy common sense.

It starts with the consumer wherever he or she is. And the closer we are to the consumer by the decisions we take both from what products we put into the market and how we market it, of course, the probability of being right increases. And if you’re sitting in a market and a market can be a country, it can be a cluster of countries or it can be a region, of course, they have to be responsible for the commercial success in that market. You cannot do that from a headquarter. And then the headquarter, and it could be headquarters, it might be that you have functions sitting in different locations.

But if we say now in Herzog, we of course have to build the frame for the brand. We have to make sure that we define what categories that we find what technologies that we put into research and into innovation and that we also support with systems. So the headquarter roles will not be less important, but it’s not going to decide what shoes we’re going to sell in a city in the other side of the world. And this is important because it means that we have to put decisions into the immediate level of the consumer and we have to have strong local leadership that we trust. I think it’s the same in politics and it is in the business.

You don’t need rules for everything when you trust people and you can or you have to make sure that you get rid of a lot of the bureaucracy because we have so many hindrances in our business to do business both internally in our organization, but believe me also in the market here in Germany, within the EU. And I think this has to change. If not, we will not be competitive. So with all this in mind, we worked with different departments and different processes and identified work streams how can we reduce complexity and be more right in what we’re doing in a more simple way. And these work streams, again, from the bottom up, not from the top down, identified that most of the complexities are actually being created in headquarter.

And we did then define that we have up to 500 roles here in headquarter that are obsolete. It’s not persons that have done anything wrong. It’s not the person themselves, but it’s actually roles. And therefore, we initiated then the program to see if we could, with a voluntary lead program, actually reduce these roles from 500 then to zero. The process is underway.

We still have, I think, two point five weeks left to go. And then hopefully, we have enough voluntary people in scope that will then leave Adidas so that we can do this in a very, what should I say, good way. Should that not be the case, then there will be a social plan that will then, what should I say, support the rest of the levers. Anyway, not a fun thing to do, but necessary if we want to be competitive and be the best Adidas. And the best Adidas in the current world is definitely a global Adidas, but with a local mindset.

And of course, it starts in Europe where we are sitting with our headquarter and have the longest tradition. We have to be the market leader in this market. There is no excuse for us not being number one and all functions here, including the business unit, needs to be sure that what we do in the market is the best and that we win. Do we then go to America? It’s obvious that there are differences.

The American sports, the college sports, the high school sports are all things that is very different than here in Europe. And it’s no secret that the American brands are much better than the European brand in connecting to the American consumer because of this. That’s why both in Portland and in L. A, we now have creative centers, we have business units and we’ll be much, much more local in the way we invest in sports and much, much more American we try to connect to the consumer. And this is necessary.

If not, we will not be successful. And we have to admit, of course, we don’t need to be number one in America because that’s an illusion. The competitors are so much stronger, but we can definitely grow and become much, much stronger in The U. S. Than we have historically been.

Greater China, same thing again. A lot of consumers that are very interested in our sector. But of course, it’s the same thing there. The sizes are different. You can produce locally.

It’s only mono brand and you control the space. The influences are different. The sports are different. So again, here, we need to give the local management authority to go to market and produce the product that they want to have in front of the consumer. And don’t forget, you can today not really export from China to The U.

S. And at the same time, the China market should be supplied out of China factories. So for all intents and purposes, you have two different supply chains between China and America. We have only 3%, four % of our products sold in The U. S.

Coming from China. So it’s already almost 100% different. I am extremely important that we’re growing double digit in China again. And any statistic you will see, you will see that we’re taking market share. South Korea, very special market, very trend oriented, the market that started the Samba trend, but also in general highly influential both for the Chinese market and from the Japanese market.

We have a creation center in Tokyo that then services both Korea and Japan. I have to remind you again that we had problems in Korea in November that the roof of a major DC actually collapsed because of snow and we still have a lot of product trapped in that inventory, which means that the growth that would normally be in there will not be so easy to do in the next couple of months because we’re working on, of course, a separate warehouses, but also to actually get access to the inventory that has been trapped. Japan, maybe the most conservative market in the world, very Japanese, very focused on having designs, materials and quality being Japanese. And we have the same thing here with new management, Japanese, that is a very, very, what do you say, seniority guy in the industry. Full freedom also in working with Equation Center and we have in very, very short time connected much closer to the wholesalers and the retailers in the market and you see it pays out.

LatAm, I think all statistics I see we’re number one in LatAm, number one in most of the markets, a very agile team, very focused on servicing the market, big differences from market to market, very successful in Mexico. Even with the province in Argentina with high inflation and difficulties importing products, very successful and very, very happy with that development. And as I said, I think we are clearly number one in that region. Our entrepreneurs are, of course, the people that take care of emerging markets. New markets, Middle East, but also markets like India all the way down to Pacific.

So not really one market, but a cluster of markets that needs to be serviced individually of a group of people. And I think we have done tremendous steps in actually connecting with the consumer. The examples are, of course, the Indian cricket team and what we have done in Indian, but also prolonging with the All Blacks and focusing on the sports that are relevant. And now in Australia, after many, many years not being in the relevant sports in Australia, we are finally back again to be a real sports brand there too. Same thing here, extremely happy with the development and so much energy coming out of this team.

One of the pictures here is the women only stores that we have in Riyadh in Saudi. And I think if you ten years ago had said we will have a women only store in Saudi, you will not believe it is true. So a lot of these markets that, of course, have different systems and had a lot of problems, they are making progress. And in my opinion, sports is only helping and extremely proud of what we see in many of these markets. So 2025, we are already two months into it.

And yes, the market is difficult and volatile, but so far we are in really good shape and feel that we are doing the right steps. We are, of course, taking the success of our footwear range and the brand Heat and now also transferring that into apparel. You know that if you walk the streets last year, you saw a lot of Twistribe shoes from the tariffs, from the Compass, from the SL72 and others, but you saw little apparel. We didn’t push apparel into the stores, but we started to sell a lot of apparel through the online pure players and through our own channels. And now you clearly see that, that visibility is increasing.

So you will see a lot of retro styles. You will see a lot of colors. You will see a lot of wovens. You will see a lot of new materials. And there is a freshness in apparel that we’re bringing to the market that makes us very, very positive of the rest of the year when it gets to apparel business.

And then maybe backwards, but I’m 100% sure this is correct. When you are creating brand heat on the lifestyle side, it’s also easier to get more distribution and more sales in the performance side. Maybe on football it’s different because it’s such a different segment, but bringing back the Predator and bringing back the F50 together with the sports and soccer culture we’ve done on apparel has, of course, given us tremendous growth in football. And you know when Originals and FootballWorks, then you know Adidas is doing well and we are very optimistic about the football range bought for ’25 and ’26. Running, huge category and there is a huge running boom around the world.

And of course, we have not had the right product in the right amount in the right markets. But to be honest with you, we couldn’t even do that because we couldn’t grow more than we had because we couldn’t even, in my opinion, execute it properly. So we focused on bringing innovation, do the AdeZero line correctly, making sure we’re winning marathons that we signed off the right runs very visible in all the marathons. And we are taking market share in all, I would say, the performance categories where people buy shoes to run fast from A to B. Now when you then look at everyday running and comfort running where all the brands have clearly done a better job on us, we finally have the right product range.

So in the next twelve months, you will see totally new SuperNova range. You will see new Boost material and new Boost product, which will impress you. And I’m 100% sure that we will take market share outside of the high end performance side because we have the right product. And in addition to that, the shoe you see on the screen is again the Odysseyro Evo SL, which is in my opinion the hottest running shoe now in the lifestyle area, although the shoe is also selling in a specialty side and in the sporting goods stores. I think we have it now in 92 different colors and materials, so a wide, what should I say, array of different looks on the same glass in the same material in a very, very comfortable form.

Basketball, surely the most difficult category to be big in given the strength of our major competitor. On the other hand, with the athletes we have, with the design direction we’ve taken and the price points, we clearly see that we finally are starting to get better results. And again, the business unit sitting in L. A. Is for the first time real, what should I say, operational and the things that are coming out of there makes us also positive.

And you know we need visibility with players and products in NBA to sell our classics. So this is a major part of our strategy for The U. S. Going forward. And again, we will not be market leader, but we will take share and we are going definitely in the right direction.

A category which we should be strong in training, we are making huge progress in markets like Europe and in LatAm. We have not made the progress that we need in America. And again, we all know that this is a major focus for us going forward. We know that all the brands, new brands, are very successful in The U. S.

We have seen new collabs, which I’m sure you read and looked upon. And of course, we are working on collabs, different distribution. And I would say the key for the American market because going forward, Swinney will be crucial for us both in apparel and footwear. The good thing is on footwear, we have now three franchises that actually work both in Asia, in America and Europe, so there are positive signs. But on apparel, we still have quite some work to do.

And then outside these categories, because I could have mentioned many, many more, including golf, including U. S. Sports, including tennis, but of course, you don’t have all that time. What is important is that we will continue to invest more in the width of sports and in the depth of sport. That also means in smaller sports that are not commercial.

And this is again in the spirit of Adi Dassler. We want to go back again to be the sports fan of choice for the athlete, also in smaller sports where it’s to get visibility and credibility and necessarily not to get the commercial success going. This creates energy and innovation. It creates fun for the designers. And the cost of being in these smaller sports is not necessarily huge.

But I think we, as Adidas, should not even look upon the cost and Harm has given me money. So we will continue and you will see some announcements, but you will probably be surprised, but this in the spirit of getting credibility, visibility and fun with sports and athletes. And then of course, you ask what kind of events can you then copy what they did last year? There are no events this year. Of course, there are.

The Women’s Euro in Switzerland will be, in my opinion, a great commercial and image event for women’s football and football in general. There is huge interest increase and the offer coming out of Austin and other brands is much better than been before. The television coverage is better and that’s why that is a huge event for us. The women’s rugby World Cup with the All Blacks is fantastic for us and you will start to see a lot of campaigns also going towards women’s rugby. The women’s cricket World Cup will be hugely important for the Indian market.

And again, of course, then we support it. And then you have kind of the test for the World Cup next year, which is the Club World Cup that is going to be in The U. S. This summer where we, of course, are the major sponsor and will have many teams. And then I can promise you anything that brings us closer to the consumer to American sports, being in high school, being in college, being in any of the American sports has high priority for us and you will see that every month, every quarter going forward.

So finally, we talked about this many times. We cleaned up our logos, the performance logo on the left side, the the trifl on the right side. We took Adidas away because the logos are so strong by itself. We created a visual language for results, which you see here. You will see it doesn’t matter if it is in Tokyo or if it’s in Europe or America.

The visual language is the same, but the content might be different. It might be local celebrities. It might be local products. But wherever you go in the world, this is how we look. And I think it’s time right.

It is us. And very proud of it. And when you then get to performance, we changed Impossible is nothing to You Got This. Why? Well, we think the attitude of You Got This is much more right.

It is trying to take the pressure away. It is having an attitude that I think we all would like to have that we don’t need to worry because you should just do it. That’s not ours. Because it is not only about winning, it is also about enjoying sports and enjoying what you’re doing. And the attitude of these chapters have, in my opinion, been done extremely well by our creatives.

And I’m going to play a couple ones because they really touched me and if you’re an athlete, you will now get a response.

Speaker 2: She’s coming, guys. Good morning, Emma. Good morning, Emma. She’s coming, guys. She’s coming, guys.

Good morning, Emma. Good morning, Emma. Come to me. Come

Bjorn Golden, CEO, Adidas AG: I’m I think we all need someone to make us believe. And as I said, if you’ve been an athlete or are an athlete, I think you know what we talk about at least. I think this message is all right. I think we made 52 of these stories and they’re all authentic. So you will see stories with stars, you will see it with not so famous athletes and they all tell authentic stories, which is again in this day so important.

And I know who my plus one was, maybe you know too. So where does this bring us? As always, we give our guidance. And as you can see here, excluding Yeezy, that means for the Ditas brand, we promise you double digit growth. If we have Yeezy into the base, then of course, it is first only high single digit growth because we need to replace the six fifty million Yeezy product that we sold in the year of 2024.

And if we add that all open in those circumstances, we promise you an EBIT and operating profit of SEK 1,700,000,000.0 and SEK 1,800,000,000.0. I know you very well, you will say why so low and you get concerned. Of course, our ambition is higher, but you know that we will never go out and promise you something that we cannot deliver. And again, if you’re sitting in February and you look at the market and you say, are we going to have tariffs in The U. S.

Or are we not going to have tariffs? Are they going to be tariffs of all the countries? What is this inflation then going to cost in the markets? I think you need to give us a quarter or two before we start to talk about what the potential are. We feel very comfortable with this guidance.

And then it might be even if Harm doesn’t like to do an upgrade that we will allow ourselves one later in the year. But again, this is what we promise you and that is in the environment that you all know that we cannot what should I say guarantee what will happening in the world, but we can guarantee you once that is we will take market share. Our order book is good, our sales And I hope as good long term shareholders you will agree to that. So we have been through this many times. We think we are on the way of delivering the 10% EBIT in twenty six percent.

This is what we have said. This is the math. And again, everything being equal, the time for us is now. And I hope you then have some good questions. Only two at the time.

Sebastian Stessen, Investor Relations, Adidas AG: Thanks very much, Bjorn. So the time is now for your questions. Maura, over to you.

Miretti, Call Operator, Adidas AG: We will now begin the question and answer session. The first question comes from the line of Peralta Dania from RBC. Please go ahead.

Dania Peralta, Analyst, RBC: Thank you for taking my question. My first one is just on the wholesale channel. I was wondering if you could give us an indication of whether there was any timing effects related to the delivery of wholesale orders, particularly in Q4, where the channel accelerated to a mid-20s run rate of growth versus a mid low teens number in Q3 and whether that would have any impact in Q1 of twenty twenty five? And then secondly, just within wholesale, just to understand, the European regional guidance is high single digit after a fairly strong 24% partly supported by football, we understand. Is there anything you’re seeing in the wholesale order book for autumn winter twenty twenty five that gives you any reason to be cautious on the European regional outlook?

And then my second question is just on the buyback, which is very nice improvement in the free cash flow generation and very nice improvement in lowering the debt load on the balance sheet. So congratulations on that. I think historically, Harm, you’ve talked about the ability to revisit the share buyback should the net debt to EBITDA leverage ratio go below one times? On our numbers, we think that happens in 2025. So is there a scenario in which you may reinstate the share buyback perhaps in 2026?

Thank you.

Bjorn Golden, CEO, Adidas AG: The way I count, that was three questions, but I’ll answer the two first one and then Harm takes the third one, nicely done. On the wholesale channel and Q4 impact on Q1, answer is no. There was nothing pulled forward. There was just either pre orders placed and then a lot of re orders. So no impact on Q1, no.

The wholesale number for Europe, which is high single digit, which could be 9.9% theoretically, we haven’t seen any slowdown older than a lot of European retailers struggled in general with, I would say, volatile demand. We have seen strong numbers, but we are in an environment where we have to take into account it’s not only us. So given the growth we had last year of 20% and given that quite some of the retailers were flagging that they were nervous about the economy and the traffic and actually even now the last couple of weeks the weather, I think that coming out at a high single digit was kind of smart to do. But there is no the order book is strong and our performance at the beginning of the year is strong. So there’s no red or orange flags on that.

Arm?

Harm Ohlmeier, CFO, Adidas AG: Yes. First, Farrell, thanks for the credit on the free cash flow generation. I appreciate that. And yes, I mean, first, it’s very, very good to have a strong balance sheet in today’s world and a more volatile environment where every morning you wake up and see some new news. So we’re very, very happy that we made good progress and there’s a strong balance sheet.

Now we’re using that cash to build up our inventory as well. We shouldn’t forget we have some seasonality as we go into more double digit growth again into 2025. That’s what we want to see happening first. I’m pretty sure we will generate a lot of free cash flow again in 2025. And whether we talk about a share buyback or not, it’s definitely nothing for 2025.

If the world is normalizing, we might look at that into the second half, what we want to do with the capital allocation. But rest assured, the capital allocation is first investing into the operational business, then paying dividend to our shareholders and then we might consider a share buyback, but that is definitely a topic for at least 2026.

Dania Peralta, Analyst, RBC: Great. Thank you.

Miretti, Call Operator, Adidas AG: Next question comes from the line of Edouard Aubin from Morgan Stanley. Please go ahead.

Edouard Aubin, Analyst, Morgan Stanley: Yes. Hi, guys. Thank you for taking my questions. So my first question, Bjorn, is on the competitive landscape. Obviously, you don’t have a crystal ball, but do you expect the competitive landscape to be more adverse than in 2024 or less?

I mean, if we look at the industry leader, it has been quite disruptive in terms of discounting and still today, but hopefully things should normalize. But at the same time, they may also get more shelf space in the second half of the year. So just your view overall on the competitive landscape. And then on the gross margin, so really impressive numbers in 2024 given limited easy benefit and less benefit from China than historically. But if we look Harm at 2025, so you kindly broke down kind of the moving parts in terms of headwinds and tailwinds and the 30 basis point headwind from easy.

The market seem to believe that kind of the tailwind in terms of the product cost and discounting would be about 102 sorry, 50 to 100 basis point benefit offsetting again part of the offsetting the Yeezy headwind. Does that seem correct? Obviously, you don’t guide, but in terms of your gut feeling, if that makes sense, in terms of the magnitude of the potential improvement? Thank you so much.

Bjorn Golden, CEO, Adidas AG: To be honest with you, I don’t think that the competitive landscape will change in a way that it will have impact. I think the only thing that worries me would in general be what happened with inflation tariffs in The U. S. And how is the retail landscape in general. I don’t see our competitors’ actions having any short term impact on us.

There has been quite some discounted product in the market for a long time and we still did very well on full price. And I haven’t seen any product launches or anything that I heard about that should have a material impact on what we are doing. There are, of course, the running brands that we talked about many times that are doing well and they will probably continue to do well, but that doesn’t really have an impact on our business. And I’m sure that the major player will work through his issues, but I’m sure he also needs some time to fix things. So I would say that we’re not really looking at competitors and getting higher heartbeat, but we are of course not aware of what will happen in the retailer market should this tariff thing start to move left and right because it’s obvious that that will make the retail market in The U.

S. Go down when it gets to volumes. But again, no one knows yet. As I said, if it is China only, it won’t have any impact on us isolated because we hardly use China for

Harm Ohlmeier, CFO, Adidas AG: The U. S. But there

Bjorn Golden, CEO, Adidas AG: are many people using China, so it will create inflation anyway and then we don’t know what’s happening. So but no, we focus on the consumer in the different clusters and markets and feel that we have the answers for 25% and then we will see if competitors are doing something, but we feel pretty confident right now. Harm?

Harm Ohlmeier, CFO, Adidas AG: Yes. On the gross margin, that’s a really good question. And what I need to remind everyone, we normally hedge 80% of say, euros, Euro, other currencies as well. And we all see that the spot rates have been rather difficult for us in the last couple of months. Now they became very favorable today.

When you look at some of the spot rates or how we need to hedge for the future as well. So what I’m saying is, it’s a very volatile environment from a currency point of view as well. And I can’t confirm what you calculated there, Ed. But what I can confirm, pending some things, forget about Yeezy, the 30 basis points, we will definitely cover that. But I’m also very, very confident that that will exceed what we have done in 2024.

So definitely, we are targeting to improve what we delivered in 2024 to 50.8%. So we are always confident towards this one. And of course, there are always some external factors. I mean, you have a mid year election in Argentina where we don’t know what’s going to happen if Malay is going to be confirmed that it could be even better. So but the main message is without going through all the puts and takes, we are very confident that we can improve compared to 2024.

Edouard Aubin, Analyst, Morgan Stanley: Okay. Thank you.

Miretti, Call Operator, Adidas AG: Next question comes from the line of Anisha Sharma from Bernstein. Please go ahead.

Anisha Sharma, Analyst, Bernstein: Thank you so much. Biren, a question for you around tariffs. So you’re going into your third year of strength. You talked about it being scaled up. Where do you think you are in the cycle for tariffs?

And are you still seeing double digit order book growth? And kind of how much longer do you expect tariffs to keep growing above the market? And then one for Harm, on your margin guidance. Can you give some color on how you’re thinking about sensitivity to top line performance? So for example, if the top line growth were to actually come in at double digits for the group as per your ambition, what kind of leverage would you incremental leverage would you expect on the kind of 6% to 7% operating margin guidance?

Thank you so much.

Bjorn Golden, CEO, Adidas AG: You have to remember that two years ago when we started December and we I think we educated your tariffs because I don’t think it was something that people knew what was. There was in the beginning no volumes. So the real volumes that have gone to the market has really been scaled for the last, I would say, sixteen, seventeen months. And you have to remember that Terrace is just a subsegment of classic court shoes. So both the Superstar and also the Compass is not the Terrace the way we classify it.

To the three shoes that are in the tariffs area, the Speciale, the Gazelle and the Samba, they are in different life cycles in different markets. And we manage these franchises now not as global franchises, but we manage them market by market. So it’s obvious that the Samba are in certain markets at the level where we manage now the volumes. Although the order book demand is still up, we are starting to manage that. The Speciale is not at all, what should I say, managed because the demand is increasing in all markets.

And the Gazelle is a shoe that is very good in some markets, but not really relevant in other markets. So it’s a pretty, what should I say, mix setup of how we manage them. Important for you is that we don’t manage these globally because global is average, right? I mean, if you sell 100 in one and zero in another, the average is 50 and it is meaningless. So we put all these shoes available for the markets and then the markets are selling them both from a pre order and also from a re order with forecast and then we adjust that from a month to month and in certain markets even from a week to week.

Therefore, what should I say block of tariffs is still not saturated, meaning that there is still growth in the area, but of course at the level we are you need to manage that. That’s why it’s important, for example, in The U. S. To start to scale the Superstar over time because that’s a much more American shoe, especially for the male consumer than any of the three coming out of tariffs. And remember, Compass came as a surprise and was also scaled in many markets.

So we are not worried that three stripe classic shoes, the way we manage them still has legs to walk on. But of course we need to make sure that we also put all their products on the shelf. That’s why the Evo SL which doesn’t come from court but comes from running was such a nice surprise for us because it took off like a rocket and it’s scalable into millions of peers which we hadn’t planned it to. In addition to that, you have the three d printed shoe at Oclima coal which was also meant to be a small thing which are turning to be a monster. I mean, we can’t produce enough of it, but it’s an interesting thing because it’s gone commercial in the retailer’s eye.

Then you have the first running shoe coming out of the LA Centers, which is a shoe called Kokana, which all the American kids that comes out of American football loaves, which will start to hit the market. Then you have the mega ride, which is our visTech answer to what is happening in the market. And you have the old climate cool and the equipment shoes that are trending. So we have a big group of running shoes that are in different phases of what should I say scaling them into the commercial, which is completely different than four months ago when we basically had SL72 as a test. So we feel when we talk to retailers that we can now fill the classic wall, tariffs and other styles and we can start to fill the running wall in addition to the basketball shoes that are starting also to do better.

So we feel we are in a much wider shape than we were a year ago. And should we get to the stage that we feel that we need to discount any of the tariffs shoes, we will of course reduce the volumes. And remember, we do not allow discounting on any of the standards callers, only seasonal callers like everybody do on franchises. So with that, I give back to you Harm.

Harm Ohlmeier, CFO, Adidas AG: Yes. And Nishant, your question on the margin and of course, if you get to our ambition to grow double digit reporting and to compensate for the $650,000,000 Yeezy business, That will be incremental profit in absolute terms to the business as well and that will be over proportional to what we are guiding right now. So there will be a benefit. But secondly, we also need to look how the currents are developing. I mean, if the dollar is getting to parity, we have a higher top line probably on the same absolute profit.

So it might have an impact on the percentage profit. The other way around, if the dollar is getting really weaker and the RMB would be weaker, then we have a higher percentage probably profitability. But first and foremost, the absolute profit would be favorable if we get to our ambition of double digit growth and compensate for Yeezy. And then we always said we want to have a linear development towards our 26% target of 10%. So that is part of our ambition.

And you can do the calculation of where we’re coming from in 24%. If it would be ideally linear to get to the 10%, that will be a good indication as well if you get to higher net sales. That’s pretty much where we are.

Anisha Sharma, Analyst, Bernstein: Thank you. Really helpful.

Miretti, Call Operator, Adidas AG: The next question comes from the line of Warwick O’Kane from BNP Paribasik Sam. Please go ahead.

Warwick O’Kane, Analyst, BNP Paribas: Thanks very much. Good afternoon. Two questions please. Firstly, Gil, you talked about the need to simplify the organization. I don’t want to underplay it, but is removing 500 roles in headquarters enough or is that the extent of what you’re doing?

And then secondly, in your annual report, it shows that the cost of promotional and advertising commitments increased nearly 30 to billion. Does that indicate rising costs in maintaining your authority in sports or that you’re just signing up your partners to longer contracts?

Bjorn Golden, CEO, Adidas AG: Well, the second one is just long term contracts that are either been renewed or added. So there is not anything else to that. And as you probably know, we have re signed some of the big ones. There are some announcement around the corner. So when you know all those, you will know where the math is coming from.

The 500 rolls, does that is that enough? Well, it is enough the way we looked at it now. Remember that this is to reduce the complexity in headquarters. It doesn’t mean that we’re not going to add people in the markets. So when we did this analysis and again we’ve done it pretty thoroughly, this was what we identified to be the necessary steps in Herzog.

That again does not mean that we don’t need to do things other places in the world, but it starts with headquarter. And most complexity starts with that we’re doing things in headquarter that hinder also doing things simpler in the way we go to market in the market. So I would say yes. I mean and then you know we are moving people around on other, what should I say, programs and we are hiring people in the market. So we don’t say every little detail we do in the organization, but this in Germany is a major thing, right?

Taking 500 rolls out of a headquarter in Hertz. So you don’t win the popularity price when you do that, right? And you shouldn’t.

Harm Ohlmeier, CFO, Adidas AG: But it is

Bjorn Golden, CEO, Adidas AG: necessary probably not short term, but it’s necessary for us to start to work in a way that we get the best out of this brand. And I think both Harm and me agrees that even if it has a cost impact, we have accrued for this. And of course, in Germany getting rid of people cost something. We take the heat now. I think there’s a quote that you should change the roof while the sun is shining if it’s not too late and we feel at least we have some sun and that’s why we decided to do it now, but not pleasant, I mean, as you can imagine.

Warwick O’Kane, Analyst, BNP Paribas: Yes, got it. Thanks a lot.

Miretti, Call Operator, Adidas AG: Next question comes from Guillermoore Propp from Redburn Atlantic. Please go ahead.

Warwick O’Kane, Analyst, BNP Paribas: Hi there, team. Just one question really. Can you develop your thoughts about the future marketing model a little bit more? I’m quite struck by your observations about needing to do more in more sports and more locally, and yet you’re recommitting to the 12% of sales number for marketing, which kind of suggests the return on that marketing is as high despite the evolution in model. Is that a fair way to think about it?

And how do you think about it in coming years?

Bjorn Golden, CEO, Adidas AG: Marketing, there’s no formula for what is right in marketing. 50% is emotional and 50% is rational. And what I’m saying is that you cannot only invest in the big sport that are commercial, at least I think so. And I think Adidas need to be different than other brands by having the Adidas, their attitude of being visible also in smaller sports and being there for the athlete, not only because of marketing the way you look, but also internally in creation. Innovation people, a designer love to work on things that are different.

If it is a ski jumping boot or a bobsleigh, what should I say shoe or it is a riding boot or whatever, if we can work on creativity that are outside things that you need to brief in to be commercial, you’re creating this excitement which Adidas used to have. And I think we want to bring that back. And now you have to remember that if you’re signing a soccer star that can be 110,000,000, 20 million, there’s enormous investment in it. If you’re signing a skier, it’s not even the shoelaces of a soccer player, right? So the point is that when you’re doing SEK 3,000,000,000 in marketing, you can find money to do things a little bit different than only doing running, basketball, soccer.

And that’s what we’re trying to do. The 12% in marketing is not scientific. It might be 11.5%, it might be 12.2%. But I think what we try to tell you is that we think that 52% margin, 12% in marketing, 30% cost gives you 10% EBIT. There are variances in this.

Maybe we do 52.5% margin and then you can do 12.2% marketing and you’re still at 10.3% EBIT. So I think this is not a simulation of exact numbers, but there is a philosophy. And I think we have an agreement about this. I hope you agree that doing cricket in India makes sense, both from an image and commercially having the All Blacks in rugby, although we don’t play rugby in Germany makes sense. Mikaela Schifrin is the biggest C star in the world.

We can use her more. And you can go on and on and on and you can find ways that can combine the emotional and the commercial in a way that it fits our, what should I say, Adidas vision. And don’t forget that should you grow 10% every year, that’s $2,300,000,000 or more, 10%, twelve % of that is $250,000,000 So even if you keep your, what should I say, percentage flat and you keep your long term contract, there’s always flexibility. And again, we have a snowball in China, which is the biggest star now in China. Who would have thought that?

We have a breakdown in China who’s great. So again, this is a moving thing. And I don’t have the answers, but I have hungry people that are trying to find things that are relevant and that’s what we’re trying to do. There is no more scientific to that because the ROI in marketing in your models, if they really worked, they wouldn’t work again because then we would all do the same. I haven’t seen one model on ROI on marketing that works.

So again, Nike paying three times more than we did for the day of day. I mean, how do you find a model that says that’s the right place to do it, right? So again, there is a subjectivity in this and there’s an emotional part. And the important thing is that the leadership and the markets agree upon the direction and that we kind of are backing up the investments that we’re doing. And at least I feel of the last eighteen to twenty four months we all have agreed to this.

And any big investment we discuss in a bigger group. So I really, really feel that it is good. And in a couple of weeks, you will see a couple of announcements that I think you will agree to and they are both rational and emotional.

Robert Karkovsky, Analyst, UBS: Thank you.

Miretti, Call Operator, Adidas AG: The next question comes from the line of Erwan Ramburg from HSBC. Please go ahead.

Sebastian Stessen, Investor Relations, Adidas AG0: Yeah. Hi. Good afternoon and congrats on the journey so far. So I’ll speak to two. Thanks a lot for the useful reminder of the framework for margins.

To get to 10% EBIT margin, I think you said you needed 50%, fifty two % gross margin, 30% SG and A, 12% marketing expenses. You’re already there on gross margin and marketing expenses. So should we understand that you’ll get a lot more operating leverage on SG and A in the next year or two? And if that’s the case, why do you get more operating leverage this year or next than you got last year despite very good growth? Is there a reason for an acceleration of that operating leverage?

And then secondly, on The U. S, you saw a pretty fierce rebound in Q4 last year. I don’t want to sound too short term, but the past few weeks have seen a few macro headwinds accumulating. At the same time, you’re saying The U. S.

Is lagging six to nine months relative to a few other markets. So should we expect or is it your assumption that The U. S. Outperforms other markets this year sort of playing catch up relative to Europe or other incredibly strong markets last year? Thank you.

Bjorn Golden, CEO, Adidas AG: Well, the second one is, of course, that our assumption is that we should grow double digit in The U. S. Starting now and forever. I have to do a disclaimer though because we don’t know what this tariffs will cause in the whole market. But with the lack of market share that we have in The U.

S, but still in my opinion with a great infrastructure and the right focus, of course, our goal must be to grow double digit every quarter or at least every double quarters or half year because you can all have variances within the quarter. So the answer to that is yes. And again, we believe that we should have the ambition to be number one in all markets except for The U. S. Why not number one in The U.

S? Well, we are so far behind and our competitors are strong that I don’t think we should even say it because it’s an illusion. But we should have a clear, clear goal with our management to give the tools that we can take market share constantly and become a much bigger sports brand in America because that is doable. In all other markets, I don’t see any rational reason that we shouldn’t have the ambition of being number one. That doesn’t mean that we will reach it in all markets.

I know that would not happen. But I think any GM that works for Adidas in a market should be asked, what do you need to be number one if you are number two or if you’re even worse on number three? And then we should try to give him or her the tools to be number one. That must be our ambition with a brand that is 75 years old, who has an awareness in the high 90s and have a global infrastructure. That’s how we think.

And then when it gets to The U. S, again, I don’t know where you’re sitting, but there is of course now the big question mark, should he put tariffs only on China, okay? Then we will not really be impacted in the beginning from our own margin because we don’t source from China. But the people that do source from China will of course raise prices and then you have inflation and when inflation goes up in a segment then volumes go down, so it might also have an impact on us. Everything else being equal, we still have to take is up, we will be up more.

Should the market be flat, we can still be up. Should the market be heavy down, we should be less down. That’s kind of the math on this, but we don’t have any numbers on it. To your first question on your leverage, yes, I mean, it’s pretty obvious that the leverage in the beginning of a turnaround is more difficult to get because we haven’t really looked for any cost cutting or real efficiencies. We have been looking at making sure we produce everything that the consumer want, service the retailer and growth in front of the consumer has been important.

Going forward, of course, we should try to find the leverage much more specific. So our assumption is correct.

Sebastian Stessen, Investor Relations, Adidas AG1: Okay. Thank you so much.

Miretti, Call Operator, Adidas AG: Next question is from Adam Cochrane from Deutsche Bank. Please go ahead.

Sebastian Stessen, Investor Relations, Adidas AG1: Good afternoon. Thanks guys. First question, given the external volatility that you’re talking about, can I just check, is that more macro related in the last few weeks than Adidas specific? I just want to clarify when you’re talking about some of these concerns, whether it’s something that you’re seeing in your numbers or just something that you might theoretically see in the wider

Bjorn Golden, CEO, Adidas AG: No, no, I stop you. No, there’s no idea, so we don’t get a misunderstanding. There’s no volatility on us, but there has clearly been, if you follow retail, there’s been some volatility in traffic and conversion in The U. S. Uncertainties.

And there has been some uncertainty in Europe because of the weather and general consumption, but not with us. There is nothing that varies us internally on our own development, zero.

Sebastian Stessen, Investor Relations, Adidas AG1: Okay. That’s brilliant. And then what I was going to sort of ask is, given volatility, can you just remind us how much you can flex your production and your capacity either up or down given the volatility is question number one.

Bjorn Golden, CEO, Adidas AG: Well, last year I improved my volumes in footwear by 45%, one hundred and forty million pairs. And I think in apparel it was 25% or something. So my flexibility upwards is always there. Flexibility downwards is different because then you have to, what should I say, work, I would say by extending your delivery times, but it’s all doable. And the way we work with our suppliers and the transparency we have, we have a great deal of flexibility right now to be honest.

And don’t forget that we have been a hot brand now to work with because we are growing $2,300,000,000 So the growth in percentage might not be so impressive, but the volume for the suppliers have been very impressive. And you know how that works. They will tend to drive towards the people they believe will increase volumes, right? So if all the brands are growing 20%, thirty %, but at the base of I don’t know $2,000,000,000 2 point 5 billion dollars that is of course in the big scheme a lot, lot less for the supplier than for us. So right now I would say that the demand or should I say the request from suppliers to work for us is pretty high, which is very different than it was twenty four months ago where we have cut capacities.

So I think we are in good shape when it gets to having the flex that we need to do to control both demand from a positive side and then also to the to control at least midterm inventory should there be a real problem in retail. But again, we’re not at that stage yet. We haven’t cut any orders yet at all and have an order book that has been growing until yesterday for both Q1, Q2 and into Q3 of this year. So there is nothing in our numbers that varies right now, but we all see the news, right? So

Sebastian Stessen, Investor Relations, Adidas AG1: And the second question is one that I’m sure you won’t give me an exact number, but the success that you’ve had in increasing the full price sell through, would you be able to indicate how much more there is to go in terms of full price sell through? And then you talked about The U. S. Still having an opportunity as a benchmark. How far behind the other markets is The U.

S. In terms of its full price sell through? Thanks.

Bjorn Golden, CEO, Adidas AG: I can’t give you any exact numbers of that because it’s impossible. We have more than halved our discount on our direct channels, so that tells you what has happened in our own stores. And you know the like for like performance we had in all our own channels was very strong. When it gets to the retail partners, you remember that our retail partners can discount whatever they want. We don’t have the power to do that.

But when we look at their margin with our product and the sell through rate, it’s enormously good. And then you know that even if should something slow down, I think we are far away from getting a lot of discounts because there are other brands that are on the shelf with much worse sell throughs that we are having. So right now, we still feel very, very strong when it gets to us having products where the retailers will make money with it compared to other brands and we don’t feel that we are under pressure to discount in our own channels for the time. I don’t think we really have inventory issues anywhere to be honest. So right now, knock on goods.

Should the world be okay and should your friend not install tariffs in a way that it will create a lot of noise, I think we are in very, very good shape to be honest. But again, we don’t know.

Sebastian Stessen, Investor Relations, Adidas AG1: Right. Thank you.

Sebastian Stessen, Investor Relations, Adidas AG: Thanks, Adam. Maura, we have time for two more questions.

Miretti, Call Operator, Adidas AG: Thank you, sir. The next question is from Jurgen Kolb from Kepler Cheuvreux. Please go ahead.

Bjorn Golden, CEO, Adidas AG: That’s Frankfurt.

Sebastian Stessen, Investor Relations, Adidas AG2: That’s Frankfurt. Nothing to do with tariffs. Just a quick one for Harm. You mentioned that you’re expecting or hoping at least that the rating agencies may increase or may look deeper into the financials and potentially upgrade the rating? What impact would that potentially have, let’s say, one notch or two notch improvements here?

And then the second one for Bjorn, probably you mentioned it that you have good transparency in the order book until Q3. And I was wondering if you could maybe fill us in on a little bit more details in terms of how is that broken down into lifestyle, leisure performance category wise, region wise, a little bit more color on the order book that would be helpful. Thank you very much.

Bjorn Golden, CEO, Adidas AG: Yes. When I start to break that up, it gets complicated. What I can tell you is that we have no markets that doesn’t have a no positive order book and we have no categories that doesn’t have a positive order book. I think that shows you where we currently are. The flex between the different orders books we need to be careful about because in 2025 you can imagine we had a huge order book on soccer for the euro, which of course is not there now, but then we have

Harm Ohlmeier, CFO, Adidas AG: all the soccer

Bjorn Golden, CEO, Adidas AG: products. So I don’t think I can give you anything else that we clearly see we’re growing in both performance and lifestyle. And we have an order book which is positive in absolute all markets.

Harm Ohlmeier, CFO, Adidas AG: Good enough. Yes. When it comes to rating, Jurgen, it just confirms that we have a healthy P and L and a healthy balance sheet. But there’s nothing we can really buy for this one unless we go to the next crisis that we have a better rating. But at the end of the day, we don’t plan financing.

We probably pay back the bond that becomes due at the second half of the year. And at the end of the day, confirmation of our roadmap and it’s a feel good factor overall, but there’s nothing that fundamentally changes our P and L or our balance sheet, just confirmation.

Sebastian Stessen, Investor Relations, Adidas AG2: Understood. Very good. Thank you, guys.

Miretti, Call Operator, Adidas AG: The last question from today comes from Robert Karkovsky from UBS. Please go ahead.

Robert Karkovsky, Analyst, UBS: Hello. I’ve got like two questions. The first one will be on top line. I just wanted to check the start to the year. The commentary was very assuring, but I just wanted to see whether it’s still double digit as we saw in Q4.

So that’s first one on top line. And the second one, I just wanted to come back to gross margins. I appreciate that you guys expect expansion versus 2024, but it’s quite impressive to see that Q4 twenty twenty four was ahead of Q4 twenty nineteen. Should we assume that this kind of trend of narrowing the gap versus margins pre COVID in 2019 can continue in Q1 and 2025 and Q2 twenty twenty five?

Bjorn Golden, CEO, Adidas AG: Thanks. Well, the first one, I don’t think I should answer. But yes, the growth so far this year is double digit than Harm. I didn’t say that officially, right? It just slipped by ton.

Harm Ohlmeier, CFO, Adidas AG: Well, we shouldn’t forget when you talk about the first quarter, we are probably on record right now. They’re a really good start, but we shouldn’t forget that we sold some Yeezy’s last year in March and we are comping these. So that’s always the question with Yeezy, without Yeezy that still keeps us busy when we talk about it. But yes, very good start to the year. When it comes to the gross margin, yes, the corridor is narrowing.

That’s what you can assume. We made good progress in Q4. That’s a good assumption. But I want to reiterate again what I said earlier. FX is probably neutral, but again, we are very, very confident that we make further progress.

And just summarizing again what Bjorn said earlier, we are in the corridor with the gross margin. It’s always not that difficult to spend 12% on marketing. And rest assured, you will see leverage on the operating overhead in 2025. And I just want to restate it again. We will not repeat the $200,000,000 onetime cost.

And of course, we see complexity reduction programs that we have. We accrued for most of that already in 2024, So there will be benefit as well. And we will make good progress from where we finish 2024 with 34% to also make there hopefully linear progress to what we need in 2026. So expect that to be a focus for us and the one KPI in our little formula that we haven’t achieved yet, but that’s what we’re working on.

Robert Karkovsky, Analyst, UBS: Great. Thanks.

Sebastian Stessen, Investor Relations, Adidas AG: Thanks, Robert. Thanks very much, Maura. Thanks very much to Bjorn and Harm. And also thanks very much to all of you for participating in our call today. As always, in case there are any further questions, please feel free to reach out to Adrian, Philip, myself or any other member of the IR team.

We’re also very much looking forward to seeing many of you over the next couple of days and weeks as part of our roadshow activities. And with that, thanks very much again for your participation. All the best. Bye bye. Take care.

This article was generated with the support of AI and reviewed by an editor. For more information see our T&C.