Adidas hikes sales forecast as World Cup demand fuels record quarter

Adidas has upgraded its full-year sales forecast after strong demand for its football and running ranges helped the sportswear giant deliver record second-quarter revenues.
It now expects currency-neutral sales to rise between nine per cent and 10 per cent in 2026, up from its previous forecast of high-single-digit growth.
Adidas recorded net sales of €6.7bn during its second quarter, its highest quarterly total to date, as currency-neutral revenue increased 14 per cent.
Direct-to-consumer