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In Pictures: Official team uniforms for the Milano Cortina 2026 Winter Olympics

The 2026 Winter Olympics in Milano Cortina are approaching, and fashion houses are presenting the first official team uniforms. Traditionally, these collections serve as a strategic branding moment for brands, combining national identity, heritage and performance. The games begin February 6. Team Canada dressed in Lululemon Team Canada x...

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Bjørn Gulden details Adidas's turnaround amidst tariff headwinds

Sportswear group Adidas has managed to somewhat limit the impact of US tariffs on its international business. For the current year, CEO Bjørn Gulden now only expects losses of around 120 million euros. Previously, the German company had anticipated a negative impact of 200 million euros. The majority of this will be incurred in the fourth...

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Adidas raises profit forecast after record sales

Sportswear manufacturer Adidas has become more optimistic for the year following surprisingly strong summer trading. Adidas raises forecast Operating profit is now expected to reach around two billion euros, instead of 1.7 to 1.8 billion euros, as the Dax-listed company announced in Herzogenaurach. Adidas cited better-than-expected business and...

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Puma share price boosted by Adidas merger speculation

Puma's shares, which have struggled this year, received a further boost on Tuesday from speculation about a possible merger with Adidas. The shares had already gained some ground the previous day after an investor suggested a merger in an interview on Friday. Now the debate has widened. Puma's share price rose by 4.2 percent, reaching its...

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Adidas and Puma shares defy Lululemon disappointment

Looming high share losses at competitor Lululemon did not affect Adidas and Puma on Friday. While Adidas shares ended up 0.8 percent higher after a subdued start, Puma's share price was moderately above breakeven, at 0.4 percent. Meanwhile, Lululemon's share price was heading for a 17 percent slump in pre-market US trading due to a disappointing...

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Fashion |Commentary

Outdoor in the fashion world: A rollercoaster ride

The outdoors and fashion have been converging for years. This is evident in trends like Gorpcore and fashionable functional pieces. However, what consumers now combine as a matter of course often puts brands and retailers in a strategic bind. Segment boundaries remain quite rigid in retail Gorpcore is only the latest example of a long series of...

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Customs uncertainty pushes Adidas share price down

Customs uncertainty and uncertain end markets are impacting Adidas' performance and putting pressure on the sportswear manufacturer's share price. Shares fell by more than seven percent in the DAX after the release of the company's quarterly figures. The group did not raise its forecast for operating profit (EBIT) this year, according to...

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Adidas Q2 2025 profit surges, sales impacted by currency exchange

German sportswear provider Adidas AG continued its growth trajectory in the second quarter of the 2025 financial year. On Wednesday, the group announced an unexpectedly significant increase in profits. However, sales performance was impacted by negative currency effects. Negative currency effects impact sales performance In the months from April...

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Adidas business continues to perform well – tariffs in focus

Adidas is currently on a roll. The brand with the three stripes is enjoying consistently high demand. Sales are increasing by double digits despite the current challenging environment. Adidas is particularly successful with its retro styles. "Samba, Gazelle" and "Stan Smith" are bestsellers worldwide. The first quarter performed better than...

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Nike shares up, Adidas and Puma rise too

The US stock market reacted positively to Nike, which also gave the shares of the two German competitors Adidas and Puma a boost on Friday. Nike’s shares rose by almost 10 percent in pre-market trading in the US. In regular trading, this would mean the highest level in more than three months. Adidas’ shares rose by 3.8 percent to 199.40 euros,...

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Adidas announces management changes, extends contract of CFO

Sportswear giant Adidas has announced changes to its top team the same day it revealed it swung to a loss in the fourth quarter of the year. The German company said Wednesday that the contract of Harm Ohlmeyer, who has been finance chief since 2017, will be extended for three years, meaning he’ll remain in the post until the beginning of 2028....

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Retail|INTERACTIVE

Hyper local: Adidas’s new flagship store in Berlin

On 2nd December, Adidas opened its new store concept on 1,400 square metres in Berlin Mitte. It is about much more than just shopping, revealed Hannah Mercer, global retail activation & merchandising head at Adidas, in an exclusive interview with FashionUnited. Hannah Mercer at the flagship store in Berlin | Photo: Adidas The new, three-storey...