adidas AG (XETR:ADS) reported record Q2 sales with currency‑neutral revenue up 14%, DTC +25% and lifted profit and sales guidance, but a quarterly profit miss sent shares tumbling over 17%; the company also announced a CFO change and continued buybacks, repurchasing 1,380,101 shares.
Previous Week Recap
- adidas AG Q2: Record Sales, Currency-Neutral Revenue: adidas AG (ADS) Q2: record sales; currency‑neutral revenue +14%. DTC up 25% (e‑commerce +27%). Strong category growth. Operating profit rose; guidance raised for sales growth. CFO change announced.
- ADIDAS ADS Shares Plunge After Miss: adidas AG (ADS) shares plunged over 17% in one session after quarterly profit missed estimates despite the company raising its full-year sales outlook.
- adidas AG Share Buyback Continues: adidas AG (ADS) said on July 24, 2026 it continued its share buyback with a second tranche under MAR, repurchasing 1,380,101 shares to date.
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