Adidas Q2 Revenue Grows 14%, Achieves Record Sales
Adidas showed strong performance in Q2 2026, with revenue reaching a historical high, particularly notable growth in the DTC (Direct-to-Consumer) channel, prompting the company to raise its full-year performance outlook.
What are the key facts?
- 1Adidas Q2 revenue growth of 14%
- 2DTC channel growth of 25%
- 3Raised full-year revenue outlook
What happened?
Adidas reported a revenue of €6.7 billion in Q2, a 14% year-over-year increase. The DTC business grew by 25%, with all markets achieving double-digit growth. The company increased its full-year revenue growth forecast to 9%-10%.
What does this mean for cross-border sellers?
The strong growth of DTC channels in leading sports brands suggests sellers should emphasize the establishment and operation of brand independent sites or official channels when planning multi-channel layouts.