XTRA:ADSLuxury
adidas (XTRA:ADS) Is Up 5.1% After €1 Billion Buyback And All-Star Push With Anthony Edwards – Has The Bull Case Changed?
In late January 2026, adidas AG announced a share repurchase program of up to €1,000 million, to be financed by its anticipated 2026 cash flows, with all repurchased shares intended for cancellation by the end of the program’s validity in 2026.
Around the same time, adidas also ramped up brand visibility with a bold All-Star 2026 campaign featuring Anthony Edwards and an upcoming “All-Star” sneaker release, underlining its push to deepen engagement with basketball consumers.
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