Adidas's Good News In The Three Quarter Depends On Several Shoes Sold Well.

This week, the parent company of Adidas, the world's second sports brand, reported its third quarter earnings.

Group profits increased by 10%, net profit reached $340 million, and the gross profit margin of the group rose by 0.1 percentage points. Adidas and Reebok, which were under the banner, were doing pretty well these months (well, Reebok was not sold at this time).

Based on this growth momentum, they also increased their annual sales expectations and said they would continue to increase investment in marketing and sales outlets.

Most of the growth figures depend on sponsorship and fashion.

For example, even if we do not compare with peers, such growth is not too happy.

But on the other hand, the contract for Herbert Hainer Hainer, which began in 2001 as the group CEO, is about to expire. At the beginning of this year, the group has been looking for his successor (the company has lowered its expectations for many times in recent years because of its difficult to achieve profit targets). The good news for the three quarter is probably the last comfort for him before leaving office.

CEO Herbert Hainer Hainer of Adidas group describes her joy in her letter.

In particular, the performance of lifestyle business was strong, maintaining a two digit growth for fifth consecutive quarters.

The description of Hainer is "just amazing.".

The concrete manifestation is several classics of Adidas Original.

The unprecedented demand for Superstar, Stan Smith, ZX-Flux and Tubular appeared to be explosive.

However, Zuzanna Pusz, an analyst at Berenberg, a German investment bank, is worried about whether Adidas is too concerned about sports and fashion.

They should also increase their professional sports rather than complacency. "

But this year, Ultra Boost and the whole Boost series behind it are also selling well as professional running shoes.

Almost 8 million pairs of Boost shoes were sold.

According to Adidas's announcement, 64 more influential marathon champions are dressed.

The end of the shoe.

In order to boost their sales in the US, Adidas has shifted the focus of their business to the more popular sports of Americans (rugby and basketball), such as the signing of James Harden of the Rockets. After all, they should not miss second more people named James.

In addition, Original's corresponding spokesperson is rapper Kanye West and Pharrell Williams, which is the same as Eason Chan's endorsement in China.

However, compared with peers, the performance of Adidas does not seem to be so good.

All of us are growing. This is more like a brand leap of sports brand. The sales volume of Nike in the three quarter reached 38 billion US dollars, and China's area jumped by 30%. Today, Under Armour, the second in command of the US sports brand, is excellent, up 25% to 1 billion US dollars over the same period.