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adidas vs Asics: why the prices moved differently

Weekly · monthly · quarterly news summaries, side by side in time

adidas AG (ADS.XETRA)

Q3 2026
▲2▼1

Adidas raises outlook on World Cup demand, but profit miss triggers record share drop

  • World Cup sponsorship drives sales and raised guidance Adidas sponsored both World Cup finalists, boosting football demand. Q2 revenue rose 14% to €6.74bn, beating estimates, and the company raised full-year revenue growth guidance to 9-10% from high single digits. This supports the stock by showing strong top-line momentum.

    This is the core positive fundamental driver behind the period's news.

  • Profit miss and record share plunge on marketing costs Operating profit rose only 5% to €574m, missing the €623m forecast, as World Cup marketing spend jumped €212m. Shares fell over 17% in a day, the biggest drop since its 1995 IPO. Higher costs squeezed margins, hurting investor sentiment.

    This explains the sharp negative price reaction and the profit shortfall.

  • Nike's China online exit could benefit Adidas Nike will stop selling through partner-operated online stores in China from January 2027. Bernstein named Adidas as the biggest near-term beneficiary, as retail partners like Topsports and Pou Sheng will need to replace lost Nike volume. This could lift Adidas's China sales.

    This is a new competitive development that may boost Adidas's market position.

July 2026
▲2▼1

Adidas raises outlook on World Cup demand, but profit miss triggers record share drop

  • World Cup sponsorship drives sales and raised guidance Adidas sponsored both World Cup finalists, boosting football demand. Q2 revenue rose 14% to €6.74bn, beating estimates, and the company raised full-year revenue growth guidance to 9-10% from high single digits. This supports the stock by showing strong top-line momentum.

    This is the core positive fundamental driver behind the period's news.

  • Profit miss and record share plunge on marketing costs Operating profit rose only 5% to €574m, missing the €623m forecast, as World Cup marketing spend jumped €212m. Shares fell over 17% in a day, the biggest drop since its 1995 IPO. Higher costs squeezed margins, hurting investor sentiment.

    This explains the sharp negative price reaction and the profit shortfall.

  • Nike's China online exit could benefit Adidas Nike will stop selling through partner-operated online stores in China from January 2027. Bernstein named Adidas as the biggest near-term beneficiary, as retail partners like Topsports and Pou Sheng will need to replace lost Nike volume. This could lift Adidas's China sales.

    This is a new competitive development that may boost Adidas's market position.

Latest
▲2▼1

Adidas raises outlook on World Cup demand, but profit miss triggers record share drop

  • World Cup sponsorship drives sales and raised guidance Adidas sponsored both World Cup finalists, boosting football demand. Q2 revenue rose 14% to €6.74bn, beating estimates, and the company raised full-year revenue growth guidance to 9-10% from high single digits. This supports the stock by showing strong top-line momentum.

    This is the core positive fundamental driver behind the period's news.

  • Profit miss and record share plunge on marketing costs Operating profit rose only 5% to €574m, missing the €623m forecast, as World Cup marketing spend jumped €212m. Shares fell over 17% in a day, the biggest drop since its 1995 IPO. Higher costs squeezed margins, hurting investor sentiment.

    This explains the sharp negative price reaction and the profit shortfall.

  • Nike's China online exit could benefit Adidas Nike will stop selling through partner-operated online stores in China from January 2027. Bernstein named Adidas as the biggest near-term beneficiary, as retail partners like Topsports and Pou Sheng will need to replace lost Nike volume. This could lift Adidas's China sales.

    This is a new competitive development that may boost Adidas's market position.

Asics Corporation (7936.JP)

Q3 2026
▲4

Asics lifts profit outlook, dividend and buyback as Onitsuka Tiger booms

  • Strong Q1 sets up profit upgrade Asics' first-quarter operating profit jumped 37% to 60.8 billion yen, already 35.5% of the full-year plan, making an upward revision almost certain. That early strength told investors demand for its shoes and apparel was running ahead of expectations, pushing the shares higher.

    It is the first sign in the period that earnings were beating plan, which later drove upgrades.

  • Profit and dividend forecasts raised Asics lifted its full-year net profit forecast to 120 billion yen, up 21.6%, and raised the annual dividend to 44 yen from 38 yen, citing strong Onitsuka Tiger sales in Japan and SportStyle in Europe. Higher expected profit and cash returned to shareholders make the stock more attractive.

    It is the core earnings upgrade that directly raised the value investors expect from the company.

  • Record buyback and share cancellation Asics said it will buy back up to 70 billion yen of its own shares, about 2.82% of shares outstanding, and cancel 25 million shares. Buying back stock reduces the number of shares, lifting earnings per share, and signals management believes the shares are still good value.

    It is a fresh capital action that directly supports the share price by shrinking the share count.

  • Broad-based growth, not just a weak yen First-half revenue rose 32.7% and operating profit 48.5%, with gains in every region and category. Even stripping out currency effects, revenue rose 22.0% and profit 37.7%, showing real business strength. That reassured investors the growth is durable, not just a weak-yen boost.

    It shows the earnings beat is genuine and broad, the main reason the stock hit a record high.

August 2026
▲4

Asics lifts profit outlook, dividend and buyback as Onitsuka Tiger booms

  • Strong Q1 sets up profit upgrade Asics' first-quarter operating profit jumped 37% to 60.8 billion yen, already 35.5% of the full-year plan, making an upward revision almost certain. That early strength told investors demand for its shoes and apparel was running ahead of expectations, pushing the shares higher.

    It is the first sign in the period that earnings were beating plan, which later drove upgrades.

  • Profit and dividend forecasts raised Asics lifted its full-year net profit forecast to 120 billion yen, up 21.6%, and raised the annual dividend to 44 yen from 38 yen, citing strong Onitsuka Tiger sales in Japan and SportStyle in Europe. Higher expected profit and cash returned to shareholders make the stock more attractive.

    It is the core earnings upgrade that directly raised the value investors expect from the company.

  • Record buyback and share cancellation Asics said it will buy back up to 70 billion yen of its own shares, about 2.82% of shares outstanding, and cancel 25 million shares. Buying back stock reduces the number of shares, lifting earnings per share, and signals management believes the shares are still good value.

    It is a fresh capital action that directly supports the share price by shrinking the share count.

  • Broad-based growth, not just a weak yen First-half revenue rose 32.7% and operating profit 48.5%, with gains in every region and category. Even stripping out currency effects, revenue rose 22.0% and profit 37.7%, showing real business strength. That reassured investors the growth is durable, not just a weak-yen boost.

    It shows the earnings beat is genuine and broad, the main reason the stock hit a record high.

Latest
▲4

Asics lifts profit outlook, dividend and buyback as Onitsuka Tiger booms

  • Strong Q1 sets up profit upgrade Asics' first-quarter operating profit jumped 37% to 60.8 billion yen, already 35.5% of the full-year plan, making an upward revision almost certain. That early strength told investors demand for its shoes and apparel was running ahead of expectations, pushing the shares higher.

    It is the first sign in the period that earnings were beating plan, which later drove upgrades.

  • Profit and dividend forecasts raised Asics lifted its full-year net profit forecast to 120 billion yen, up 21.6%, and raised the annual dividend to 44 yen from 38 yen, citing strong Onitsuka Tiger sales in Japan and SportStyle in Europe. Higher expected profit and cash returned to shareholders make the stock more attractive.

    It is the core earnings upgrade that directly raised the value investors expect from the company.

  • Record buyback and share cancellation Asics said it will buy back up to 70 billion yen of its own shares, about 2.82% of shares outstanding, and cancel 25 million shares. Buying back stock reduces the number of shares, lifting earnings per share, and signals management believes the shares are still good value.

    It is a fresh capital action that directly supports the share price by shrinking the share count.

  • Broad-based growth, not just a weak yen First-half revenue rose 32.7% and operating profit 48.5%, with gains in every region and category. Even stripping out currency effects, revenue rose 22.0% and profit 37.7%, showing real business strength. That reassured investors the growth is durable, not just a weak-yen boost.

    It shows the earnings beat is genuine and broad, the main reason the stock hit a record high.