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Adidas achieves record sales in 2025, plans $1.2 billon share buyback

On Thursday, Adidas reported sales rose 4.8% to a record 24.8 billion euros in 2025 and plans a share buyback of up to 1 billion euros starting in early February.
Despite prior warnings, Adidas credited quality growth, with currency-neutral revenues up 13 percent amid tariff headwinds and retail discounting, CEO Gulden said.
Operating profit showed strong gains, rising 54% to 2.06 billion euros while Q4 revenues reached 6.076 billion euros and Adidas brand currency-neutral revenues increased 11 percent.
The company said the buyback would be funded by anticipated strong cash flow generation in 2026, Adidas intends to cancel repurchased shares, and Frankfurt-listed shares rose 2.4% after the announcement.
The CEO noted upcoming sports events, and Gulden said the buyback reflects confidence in future growth and cash flow, with results due on March 4.

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