Adidas apparel outshines footwear during World Cup quarter
Adidas’ World Cup efforts were a bright spot for the retailer in Q2, according to CEO Bjørn Gulden
“Being the CEO of Adidas is a privilege,” Gulden said in a statement. “Being the CEO of Adidas during a World Cup is even better. This World Cup was like a fairy tale for me! I am so proud of what our teams around the world achieved. I do not think we could have scripted it better.”
On a call with analysts Thursday, the chief executive noted that consumers tend to buy more apparel products surrounding stadium events such as the World Cup versus footwear. The company expects footwear to remain flattish in Q3, with growth returning in the fourth quarter.