Adidas closed 2024 with a 12% growth, surpassing expectations thanks to a strong fourth quarter and the conclusion of the Yeezy chapter.
The German giant Adidas ended 2024 with a 12% currency-neutral growth, reaching sales of €23.68 billion, exceeding its own 10% forecast. This result was driven by a strong fourth quarter, in which revenue rose by 19% to €5.97 billion.
Adidas CEO Bjorn Gulden highlighted the year’s success and the brand’s potential: “Although we still have a lot to do, 2024 demonstrated Adidas’ strength and the great work of our team.”
Growth was particularly notable in Europe (18.9%), China (10.3%), Japan and South Korea (10.1%), and emerging markets (19.4%). However, in North America, sales fell by 1.6%, attributed to the end of the Yeezy line and a conservative wholesale strategy. Despite this, the region recorded a 15% growth in the last quarter.
The final closure of the Yeezy chapter generated €650 million in sales, contributing to the increase in operating profit, which rose from €268 million in 2023 to €1.34 billion in 2024. Looking ahead to 2025, Adidas forecasts high single-digit growth and profits of up to €1.8 billion.
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