Adidas AG is a German sportswear company founded by Adi Dassler in Herzogenaurach in 1949. Adidas reported FY2025 net sales of EUR24.811 billion, operating profit of EUR2.056 billion, and 64,938 employees, with CEO Bjorn Gulden leading the post-Yeezy turnaround.
Adidas AG: Key Facts
| Company Name | Adidas AG |
|---|---|
| Founded | 1949 |
| Founder | Adi Dassler |
| Headquarters | Herzogenaurach, Germany |
| Industry | Sportswear and athletic apparel |
| CEO | Bjorn Gulden |
| Employees | 64,938 |
| Net Sales (FY2025) | EUR24.811 billion |
| Operating Profit (FY2025) | EUR2.056 billion |
| Market Cap | About $36.9 billion as of July 2026 |
| Stock Symbol | ADS (Frankfurt Stock Exchange) |
| Website | adidas-group.com |
- FY2025 sales and profit checked against Adidas annual report and earnings release
- Q1 2026 revenue checked against Adidas April 2026 release
- CEO and employee count checked against Adidas official pages
- For informational purposes only - not financial advice
Adidas is the rare global brand whose future still depends on ideas from its archive. The company began in 1949 when Adi Dassler registered Adidas in Herzogenaurach, Germany, and built the 3-Stripes around athlete feedback, football boots, and sport-specific product craft. More than 75 years later, the same mix of performance credibility and cultural memory still powers the company.
The current Adidas story is the recovery after Yeezy. The Ye partnership had created enormous demand but also concentration risk. After Adidas terminated the partnership in 2022, CEO Bjorn Gulden had to rebuild trust with retailers, control inventory, protect full-price selling, and prove that Samba, Gazelle, Spezial, football, running, and Originals could carry demand without Yeezy revenue.
What Does Adidas Do?
Adidas designs, engineers, markets, and sells athletic footwear, apparel, and accessories. Its business spans Performance products for football, running, basketball, training, golf, tennis, trail running, motorsport, rugby, and cricket, plus Lifestyle products under Adidas Originals and Sportswear.
How Does Adidas Make Money?
Adidas makes money from product sales through wholesale partners, owned stores, and e-commerce. In 2025, wholesale accounted for 60% of net sales and direct-to-consumer accounted for 40%, including own retail and e-commerce. Footwear remained the largest category at EUR14.232 billion, followed by apparel at EUR8.764 billion and accessories at EUR1.815 billion.
The model depends on brand heat and inventory discipline. Adidas can lose margin quickly if it floods wholesale channels with too much supply, but it can rebuild pricing power when demand is broad-based and products sell through at full price.
Adidas Revenue and Financials
Adidas reported FY2025 net sales of EUR24.811 billion, up 5% in euro terms, with Adidas brand revenue up 13% currency-neutral. Operating profit rose to EUR2.056 billion and net income attributable to shareholders rose to EUR1.340 billion. Q1 2026 net sales reached EUR6.592 billion, up 14% currency-neutral, with operating profit of EUR705 million.
Adidas History
Adidas grew from the Dassler family shoe business. After splitting from his brother Rudolf, who founded Puma, Adi Dassler registered Adidas in 1949 with 47 employees. The 1954 World Cup gave the brand global visibility through football boots with adaptable studs, while the 1970 Telstar began Adidas' long relationship with official World Cup match balls.
Later milestones include the Trefoil, Superstar, Stan Smith, Predator, Boost, Adidas Originals, the Reebok acquisition and sale, and the Yeezy rise and exit. The company's best periods usually come when sport credibility and culture reinforce each other instead of pulling the brand in different directions.
Adidas Products
Important Adidas franchises include Samba, Gazelle, Handball Spezial, Superstar, Stan Smith, Predator, Copa Mundial, Ultraboost, Adizero, Terrex, and official FIFA World Cup match balls. The 2025 recovery was broad, with strong momentum in Performance, Lifestyle, Running, Football, Training, Originals, and Sportswear.
Adidas CEO and Leadership
Bjorn Gulden became Adidas CEO on January 1, 2023 after previously leading Puma. Adidas extended his CEO appointment through December 31, 2030, signaling confidence in the turnaround. His strategy emphasizes simplicity, quality growth, local-market relevance, wholesale repair, product discipline, and controlled discounting.
Adidas Competitors
Nike is Adidas' largest global competitor. Puma is the closest historical rival, while On, Hoka, New Balance, Under Armour, Lululemon, ASICS, and Skechers pressure Adidas in running, lifestyle sneakers, training, women's apparel, and regional markets. Adidas' moat is strongest in football, global brand recognition, archive lifestyle shoes, and retailer relationships.
Adidas FAQ
What is Adidas known for?
Adidas is known for athletic footwear, apparel, football heritage, the 3-Stripes, Samba, Gazelle, Superstar, Stan Smith, Predator, Ultraboost, and World Cup match balls.
What was Adidas revenue in FY2025?
Adidas reported FY2025 net sales of EUR24.811 billion, a record year, with EUR2.056 billion in operating profit.
Who founded Adidas?
Adi Dassler, formally Adolf Dassler, founded Adidas in 1949 in Herzogenaurach, Germany after the Dassler family shoe business split.
Who is the CEO of Adidas?
Bjorn Gulden is CEO of Adidas AG. He became CEO on January 1, 2023, and Adidas extended his appointment through December 31, 2030.
How does Adidas make money?
Adidas makes money by designing and marketing footwear, apparel, and accessories sold through wholesale partners, own retail stores, and e-commerce.
What are Adidas' biggest product categories?
Footwear is Adidas' largest category at EUR14.232 billion in FY2025 net sales, followed by apparel at EUR8.764 billion and accessories at EUR1.815 billion.
How many employees does Adidas have?
Adidas reported 64,938 employees worldwide at the end of 2025.
Where is Adidas headquartered?
Adidas is headquartered in Herzogenaurach, Germany, the same Bavarian town associated with the Adidas-Puma rivalry.
Who are Adidas' main competitors?
Adidas competes with Nike globally and with Puma, On, Hoka, New Balance, Under Armour, Lululemon, ASICS, and Skechers across sport and lifestyle categories.
Did Adidas recover after Yeezy?
Adidas reported record FY2025 sales without Yeezy revenue after selling remaining Yeezy inventory in 2024, showing broader brand recovery under Bjorn Gulden.
Related Companies
Sources
- Adidas FY2025 annual report
- Adidas FY2025 financial highlights
- Adidas FY2025 record revenue release
- Adidas Q1 2026 results
- Adidas company profile and key facts
- Adidas history
- Adidas markets and sales channels
- Adidas product and marketing
- Adidas CEO contract extension
- Adidas Yeezy termination
- Adidas Reebok sale
- Adidas market capitalization
