Roadmap to success, From 2023
Through sport, we have the power to change lives
adidas’s mission is to be the best sports brand in the world. Since 2023 it has run the brand through its markets rather than from the centre, rebuilt its ties with retailers, and put sport back at the heart of its marketing.,
Markets decide. Give its markets the autonomy to create the product, storytelling, partnerships, and distribution that work where they are.
Local product. Design, and increasingly source, many products locally, for local needs and culture.
In the second quarter of 2026 every market grew at double digits except Europe, where adidas held back its sales to retailers while they discounted heavily. Latin America grew fastest, at 28%.
Net sales for the second quarter, in € million. The number on each back is its growth in 2026, currency-neutral, in per cent. Each shirt’s area is in proportion to sales.
adidas replaced one central plan with markets that decide their own product, stories, and distribution, and grew at double digits in every region but one. We recommend asking which decisions are made far from the customer, and moving them closer.
adidas moved from favouring its own stores to serving the retailers that reach most of its consumers, while its own channels still grew 25%. We recommend treating partners as customers, with their own plan, rather than as a channel to be managed.
adidas spent €212 million more on marketing in its World Cup quarter and still grew profit. We recommend planning the few moments when attention is highest in advance, and funding them properly.
Headwater is not connected with adidas. adidas, Adizero, Trionda, Originals, and ‘You Got This’ are trade marks of their owners. Updated 30 September 2026.