In the year of the European Football Championships and the London Olympics, the world leader in sportswear, Adidas, is already in great shape. In fact, the German group achieved record results in 2011: its net income rose by 18% to 671 million euros, while turnover also grew by 13% at constant exchange rates, reaching 14 billion euros, of which 10 for the Adidas brand, and the others for the subsidiaries Reebok, TaylorMade and Rockport.
Herbert Hainer, patron of the multinational since 2001, said he was satisfied with these figures, adding that it is the largest organic increase recorded since 2006, the year in which the Reebok purchase was completed, and emphasizing that all markets and all types of products have contributed to the growth: “Our strongest markets, which together accounted for more than 50% of the growth, are the ones on which we focus the most.
Thus, sales increased by 16% in the United States, by 26% in Russia/countries of the former Soviet Union and, in China, by 23%”. Despite the crisis, sales also went positive in Europe: +10%, driven above all by footwear (+18%), with a leading role played by running models such as the LA Trainer (+50%). In clothing, on the other hand, growth was 8%.
Adidas also declared that it intends to maintain the targets of its roadbook for 2015, which envisages a target of 17 billion euros for that date, and this despite a growth forecast for 2012 of between 5 and 10%. In football, in particular, the brand aims to achieve a new record: sales exceeding 1,5 billion, thanks above all to the Chinese retail market and the driving force behind the upcoming European football championships and the 2014 World Cup in Brazil.
