COMPANY FOCUSCOMPANY:adidasFOUNDED:Herzogenaurach, Germany 1949VIEWS: 96 STOCK DATA:adidas AG NADS.DE1,96%223,30 €AVAILABLE FROM:jdsports.co.uk The German sportswear brand, adidas, has increased its full year guidance and now expects its operating profit to reach £1 billion. It’s winners & losers in the ever evolving world of sportswear, share prices & profit margins. In the case of adidas or “die marke mit den 3 streifen” as we like to call them, it’s certainly on a winning streak following the success of OG silhouettes like the Samba & the Spezial. With new “business casual” trends & a new demographic discovering all things archival & 3 stripes, adidas trainer sales have been absolutely booming over the last 12 months. Following a “better than expected” 3rd quarter, adidas has now raised its full year guidance reporting a 46% increase in operating profit from £342 million to £500 million which included £41.8 million from shifting their remaining Yeezy stock. After cutting ties with the controversial rapper, Kanye West, adidas still had £1 billion in Yeezy inventory, with the help of their outlet stores the remaining stock numbers have now come down. adidas has also increased its full year guidance and now expects its operating profit to reach to £1 billion, up from the previous guidance of £837 million. In the 3rd quarter revenue was also up 7% with an increase in overall sales to 14%. The recent 3 stripes revival comes on the back of the German sportswear brands’ move into a “casual” female wearer for everyday work-wear whilst still maintaining its OG fans. The classic gum sole shoe trend has seen classic sportswear brands like adidas become the “go to” style for 2024. Also don’t forget to subscribe to Sneaker Jobs & follow @sneaker_jobs to keep up to date with all the latest industry news.