Adidas is expecting a strong second-quarter performance, with its popular Samba and Gazelle sneakers leading sales and achieving its highest profit margin in three years. In contrast, Nike is struggling with weaker sales, which has raised concerns among investors.
Nike recently announced a surprise drop in annual sales, causing its stock to drop by 20%. Meanwhile, Adidas’ stock remained untouched, indicating that investors see an opportunity for Adidas amid Nike’s difficulties.
Simon Irwin, a retail analyst, mentioned that Adidas is currently enjoying a positive trend. Nike seems to be struggling with its product offerings. Cedric Rossi, an analyst at Bryan Garnier, noted that Nike’s innovation has slowed down. Giving consumers more choices from other brands.
To counter its sales decline, Nike plans to introduce new sneakers priced under $100 worldwide. On the other hand, Adidas continues to capitalize on the popularity of its Samba and Gazelle shoes by releasing new colors and limited editions, keeping customers engaged.
According to Google Trends, searches for “Adidas Samba” have significantly increased. Checking over the past year, outpacing searches for “Nike Air Force 1”. Analysts predict Adidas will achieve a profit margin of 51.4% in the second quarter, the highest in three years, with a projected 4.5% increase in quarterly revenue to 5.6 billion euros ($6.1 billion).
Future Outlook
Adidas appears well-positioned to benefit from Nike’s current challenges, leveraging its strong product lineup to drive sales and profitability.