Adidas AG reports record 2025 revenues and launches a €1.2 billion share‑buyback program
Adidas AG announced that it achieved record revenue for the 2025 fiscal year, while its operating profit rose markedly from €57 million in the corresponding period a year earlier to €164 million. The increase in earnings was accompanied by an improvement in the company’s gross‑margin, which climbed 0.8 percentage points to 51.6 % in 2025. The company attributed the better margin to a combination of higher pricing power and a shift in its product mix toward higher‑margin footwear and apparel.
Share‑buyback initiative
On 29 January 2026, the German sports‑goods manufacturer announced a new share‑buyback programme valued at €1.2 billion. The programme is designed to support the share price, return excess cash to shareholders, and reinforce the company’s confidence in its long‑term growth prospects. The buyback will be financed from the cash generated by the company’s operating performance, and will be executed over the course of 2026.
Financial highlights
| Metric | 2024 | 2025 (preliminary) |
|---|---|---|
| Revenue | Not disclosed | Record revenue (exact figure not provided) |
| Operating profit | €57 million (Q4 2024) | €164 million (Q4 2025) |
| Gross margin | Not disclosed | 51.6 % |
| Market cap (27 Jan 2026) | €26.24 bn | €26.24 bn |
| P/E ratio | 21.31 | 21.31 |
The company’s share price closed at €144.55 on 27 January 2026, slightly above the 52‑week low of €142.55 recorded on 22 January 2026, and well below the 52‑week high of €263.80 reached on 12 February 2025. The buyback announcement has been received positively by market participants, contributing to a modest upward movement in the DAX index at the end of the trading day.
Market reaction
The announcement of the buyback was reported by several financial outlets, including Bloomberg, Finanzen.net, Onvista, EquityScreen, and Investing.com. Analysts noted that the programme aligns with Adidas’ strategy of strengthening its balance sheet while providing a tangible return to shareholders. The decision comes amid a period of robust demand for retro sneakers, new running and football products, and a broader recovery in the consumer discretionary sector.
Outlook
Adidas AG remains focused on sustaining its momentum in the sports‑apparel market, leveraging its strong brand equity and expanding its product portfolio. The company’s recent financial performance and the forthcoming share‑buyback are expected to underpin investor confidence and support long‑term shareholder value.
