Adidas makes headway on brand revival as marketing spend set to rise
Having increased its marketing spend by 12% last year, the sportswear giant plans to ramp up investment in 2025 as its brand revival continues.
By Molly Innes
CEO Bjørn Gulden says Adidas is “in very good shape” for 2025, as the sportswear giant prepares to increase its marketing investment to help leverage “strong top-line growth”.
Last year, sales increased by 12% and its operating profit grew by more than €1bn (£827m) to €1.34bn (£1.15bn), as the brand continued its turnaround plans under Gulden, who was appointed in 2023.
Adidas forecasts its operating profit will reach €1.8bn (£1.5bn) this year, short of the €2.1bn (£1.7bn) expected by analysts, causing the company’s share price to drop 3% today (5 March) following the announcement.
