Adidas reports record revenues for 2025

Sportswear brand, adidas, which has its UK headquarters in Hazel Grove, has reported record revenues for 2025 following stronger-than-expected performance across all markets.

Based on preliminary figures for 2025, revenues for the adidas brand rose by 13% for the second consecutive year, largely driven by double-digit growth across all markets and sales channel.

Full-year operating profit climbed to £1.77 billion, while group revenues increased to a record £21.3 billion from £20.4 billion a year earlier. The operating margin improved 2.6 percentage points to 8.3% in 2025, compared with 5.6% in 2024. 

Given the strong brand momentum, the company’s robust fundamentals, its healthy balance sheet and strong cash flow generation, as well as Management’s confidence in the future development of adidas, the adidas Executive Board has, with the approval of the Supervisory Board, decided to launch a share buyback .Starting in early February, the company plans to buy back shares worth up to € 1 billion in 2026. The share buyback will be financed through the company’s anticipated strong cash flow generation in 2026. adidas intends to cancel the repurchased shares.

adidas will publish its final set of financial results for 2025, issue financial guidance for 2026, and provide an update on its future capital allocation plans on March 4, 2026.

adidas CEO Bjørn Gulden says performance has underlined the strength of the brand:

“I am again very proud what our people have achieved. Driving double-digit growth in the fourth quarter despite all the external turbulence, and more than doubling our operating profit in the quarter made the year end very well and made 2025 much better than we had planned and expected when the year started.

“The double-digit growth in all markets and all channels is of course very pleasing, but even more important is that this is quality growth. Our markets have been very good at managing that the right product in the right amount has been sold in their markets and that we have managed to keep full-price sell-throughs high and discounts under control. 

“Our mission is to do everything we can to serve and please the consumer, the athlete and our retail partners. To do that we need to be as close as we can to the markets. We want to be a global brand with a local mindset.” 

Gulden continued: 

“Now we look forward to great Olympic and Paralympic Winter Games in Italy starting next week and we continue to prepare for a fantastic FIFA World Cup in the summer.

These are great events that I think the world needs. Sports and global sport events bring people from all over the world together. We need that now!”