BERLIN – German sportswear giant Adidas continued its successful run in 2025, posting net sales of 5.95 billion euros in the second quarter and growth of 12 percent on a currency-adjusted basis.

That adds up to 14 percent growth in currency neutral terms over the first half of this year. So far in 2025, the company’s net sales total 12.11 billion euros.    

Adidas chief executive officer Bjorn Gulden said he was “very happy” with the results.

“We have continuously grown double digits…we have been able to create brand heat, extend the lifecycle of existing franchises, created new franchises [and] extended the brand momentum,” he said in a statement. “We are convinced that being a global brand with a local mindset is the right strategy to be globally successful.”

Adidas’ ambition is to be the leader in all markets, except North America, Gulden added.

In the second quarter, Adidas sales increased in all territories. In North America, they went up 8.1 percent in currency neutral terms. The latter has been a tricky market for Adidas since the loss of the profitable Yeezy franchise. In 2024, full-year sales had actually fallen several percentage points.

But the troubled Yeezy chapter at Adidas is now closed: the company said that these second-quarter results do not include any further Yeezy sales and that sales have been gaining momentum in North America since late last year.  

In Adidas’ home market of Europe, sales rose 4.1 percent, and in Greater China, they increased 2.1 percent. Adidas saw double-digit increases in other territories, with an 11.9 percent rise in Emerging Markets, a 22.2 percent surge in Latin America and 12.6 percent growth in Japan and South Korea.

Gulden also pointed to improvements in sales of Adidas apparel, which grew 17 percent in the second quarter. Footwear, which makes up around two-thirds of the brand’s sales, usually outpaces apparel but between April and June, footwear sales only increased 9 percent, while accessory sales rose 7 percent.

Adidas said its operating profit jumped 57.7 percent in the second quarter to 546 million euros, bringing the first-half total to 1.16 billion euros. That is well on the way to its forecast of operating profit of between 1.7 billion and 1.8 billion euros for the full year.

Despite the positive results, the company did not adjust its guidance for the full year. Adidas still expects revenues to grow at a high-single-digit rate for all of 2025.

The company did note that the range of possible outcomes for the full year has increased and that they could potentially do better than expected.

“The year has started great for us and normally we would now be very bullish in our outlook for the full year,” Gulden said in his statement. But, he added, “we feel the volatility and uncertainty in the world does not make this prudent.”

Tariffs imposed by the U.S. under the Trump administration are still unclear, the executive explained, and could add as much as 200 million euros to the cost of Adidas products in the U.S for the rest of the year.

“We do not know what the indirect impact on consumer demand will be should all these tariffs cause major inflation,” Gulden said. “We currently feel confident to deliver it [Adidas’ guidance for 2025], but of course this might change — also upwards should headwinds be less than we currently assume.”