XTRA:ADSLuxury
Adidas’ World Cup “Backyard Legends” Push and Q1 Results Might Change The Case For Investing In adidas (XTRA:ADS)
In the first quarter of 2026, adidas AG reported sales of €6,592 million and net income of €482 million, with earnings per share from continuing operations rising to €2.70 from €2.44 a year earlier.
Ahead of the 2026 FIFA World Cup, adidas has launched its star-filled “Backyard Legends” and XTRA:ADS campaigns, using global icons and new athlete partnerships like Kelsey Plum to anchor its brand at the center of football and basketball culture.
Now we’ll examine how this World Cup “Backyard...