Annual Report 2024

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The image shows an outdoor soccer game. There is a player wearing the jersey of a team with red colors, taking a shot or kicking the ball.

In this dashboard we present the most important developments of the 2024 reporting year.

  • Our Highlights

    • A photo of a multicolored adidas training shoe, flowing in the air.

      Bjørn’s Best-of
      Our CEO's choice of his favorite products

    • A close-up photo of adidas training shoe.

      Products of the year

    • This image shows a group of people outdoors, standing and posing with a building and greenery in the background.

      Our sports events of the year

    Our highlights

  • Income Statement

    • This image shows a person with their arm extended holding a soccer ball. The sky is in the background, suggesting it might be outdoors during the daytime.
      Net Sales € 0 million 12% (c.n.)
    • This image shows an interior view of what looks like a soccer stadium with perforated metal mesh walls and ceiling. In the foreground, there is a patterned ball marked with the stars of the UEFA Champions League.

      The double-digit growth was driven by the strong momentum of the adidas brand.

    • The image shows a large soccer ball resting against a wall, with part of a building in the background.

      Footwear led the company’s growth with an increase of 17%.

    Income Statement

  • Product and Marketing

    • This is an action shot of two people running on what appears to be an indoor track or training area at night with artificial lighting. They are wearing dark athletic outfits and are caught mid-stride with one leg slightly ahead of the other.

      With a 75-year history of groundbreaking innovation in sports, we have built an enormously rich archive.

    • The image is an action photo showing a person running or training indoors. There are shoes against a black background. The shoes appear to be athletic footwear, possibly a model for advertisement given their placement in relation to the person's foot.

      1949: ‘Adolf Dassler adidas Sportschuhfabrik’ is registered in the small town of Herzogenaurach

    • The image is an action photo showing a person running or training indoors. There are shoes against a black background. The shoes appear to be athletic footwear, possibly a model for advertisement given their placement in relation to the person's foot.

      2023: Continuing to provide only the best for the athlete, we unveil the Adizero Adios Pro Evo 1, our lightest-ever running shoe.

    Product and Marketing

  • CEO Interview

    • Bjørn Gulden, CEO (Photo)

      2024 was a year that confirmed the strength of the brand and the potential of the company.

    • Bjørn Gulden, CEO (Photo) holding a new model of adidas training shoe in his hands, posing in a photoshoot.

      We want to use the strength of being global, but then cater for local needs.

    • The image shows a sneaker suspended against a red background. The shoe appears to be blue, with what seems to be white or light blue details and accents.

      We have the product pipeline and marketing plans to continue to drive brand heat globally.

    CEO Interview

  • Markets and Sales Channels

    • The photo shows a person's leg and foot, dressed in adidas active wear and adidas training shoes, both in black color with white stripes.

      We are a global brand with a local mindset. Our guiding principle is to meet our consumers where they are.

    • The image of a person standing and looking down, possibly at a sneaker. The person's identity is not being revealed here. In contrast, the image shows a sneaker prominently with what seems to be an advertisement or promotional material for it.

      Wholesale remained our largest channel, accounting for 60% of total net sales in 2024.

    • The image shows a person standing against a dark background. The individual appears to be wearing an adidas tracksuit with bold stripes and is looking downward.

      The share of direct-to-consumer (DTC) business, consisting of own retail and e-commerce sales, was 40% in 2024.

    Markets and Sales Channels

  • Sourcing and Supply chain

    • The image shows a person wearing a red and white Adidas sneaker with an orange and gray sole.

      To ensure high standards in product quality and efficiency, we mainly source our products through independent manufacturing partners located in Asia...

    • The image shows a person wearing a red and white Adidas sneaker with an orange and gray sole.

      with Vietnam, being our main sourcing country, accounting for 27% of adidas total volume.

    • The image shows a person wearing a red and white Adidas sneaker with an orange and gray sole.

      68% of our independent manufacturing partners have worked with adidas for at least ten years.

    Sourcing and Supply chain

  • Business Performance by Segment

    Business Performance by Segment C.N.
    Segments

  • Sustainability Statement

    • The image shows a person standing in what looks like an outdoor, possibly natural setting. The individual is bending down with one hand on their hip and the other extended outwards, as if they are inspecting something or perhaps posing for the photograph. They are wearing casual attire consisting of pants and a long-sleeve shirt, along with some kind of cap or head covering.

      Sustainability is rooted in our purpose, ‘Through sport, we have the power to change lives.

    • The image shows a foot with a hiking boot stepped into a pile of soil or gravel, suggesting the person is outdoors, possibly on some sort of trail or mountainous terrain.

      In 2024 we have reduced the Scope 3 GHG emissions by 20% compared to 2022 (baseline year)...

    • The image portrays a person wearing a white t-shirt with a graphic on the back, shorts, and sports shoes. They are positioned on some rough terrain with scrub vegetation, where they appear to be running or engaging in outdoor activity.

      and 99% of our total polyester used was recycled.

    Sustainability Statement

  • Outlook

    • The image is a photo of a soccer player in action on the field. The player is blurred due to movement, indicating that they are running or have moved quickly during the moment captured.

      Sporting goods industry to continue its positive trajectory in 2025.

    • The image shows a person playing soccer on top of what appears to be a patch of grass. The player is looking up at the ball, which seems to be moving towards them, ready to make contact with their head.

      We expect double-digit growth for the adidas brand (currency-neutral)...

    • The image is a photo of a person running with other players in a sports field. The individuals are engaged in what looks like a soccer or futsal match.

      and an operating profit to increase further to between € 1.7 billion and € 1.8 billion.

    Outlook

  • People and Culture

    • In the image, you can see a person running. The person is wearing an orange jacket and appears to be outdoors, as there's a green environment that suggests a forest or park setting.

      With 41% female representation in management positions in 2024...

    • The image is a close-up portrait of a woman wearing a black puffer jacker, looking away from the camera.

      we are committed to increasing female representation in management positions (Director level and above) globally...

    • This image shows a person running in the foreground, captured with motion blur, which suggests that the runner is in motion.

      to achieve a gender balance of 50% by 2033.

    People and Culture

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