Annual Report 2024

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Japan/South Korea

Revenues in Japan/South Korea increased 10% on a currency-neutral basis. In euro terms, sales improved 4% to € 1,339 million from € 1,293 million in 2023. The currency-neutral increase was driven by double-digit growth in Lifestyle, including a strong double-digit increase in Originals. In Performance, Football grew double digits.

Net sales in Japan/South Korea

+10%

C.N.
€ 1,339 million

Japan/South Korea at a glance € in millions

 

 

2024

 

2023

 

Change

 

Change
(currency-neutral)

Net sales

 

1,339

 

1,293

 

4%

 

10%

Gross margin

 

53.1%

 

52.5%

 

0.5pp

 

Segmental operating profit

 

295

 

268

 

10%

 

Segmental operating margin

 

22.0%

 

20.7%

 

1.3pp

 

Gross margin in Japan/South Korea increased 0.5 percentage points to 53.1% from 52.5% in 2023. An improved business mix, benefits from price increases, lower sourcing costs, and less discounting more than offset significant negative currency developments. Operating expenses were flat at € 428 million (2023: € 427 million). However, operating expenses as a percentage of sales decreased 1.1 percentage points to 32.0% (2023: 33.0%). Operating profit in Japan/South Korea increased 10% to € 295 million versus € 268 million in 2023. The operating margin increased 1.3 percentage points to 22.0% from 20.7% in 2023.

Lifestyle category
Under the ‘Lifestyle‘ category, we subsume all footwear, apparel, and ‘accessories and gear‘ products that are born from sport and worn for style. ‘adidas Originals,‘ which is inspired by sport and worn on the street, is at the heart of the ‘Lifestyle‘ category.
Performance category
Under the ‘Performance‘ category, we subsume all footwear, apparel, and ‘accessories and gear‘ products that are of a more technical nature, built for sport and worn for sport. These are, among others, products from our most important sport categories: Football, Training, Running, and Outdoor.