adidas AG

XTRA:ADS Stock Report

Market Cap: €32.5b

adidas Management

Management criteria checks 3/4

We currently do not have sufficient information about the CEO.

Key information

Bjorn Gulden

Chief executive officer

n/a

Total compensation

CEO salary percentagen/a
CEO tenure3.5yrs
CEO ownershipn/a
Management average tenure3.5yrs
Board average tenure5.5yrs

Recent management updates

Recent updates

Narrative Update • Jul 02

ADS: Direct To Consumer Momentum Will Support Broader Earnings Upside Potential

The analyst price target for adidas has been revised from about €278 to roughly €257, as analysts factor in a slightly higher discount rate and more moderate profit margin expectations. At the same time, they highlight ongoing direct to consumer revenue momentum, broad-based regional strength and a more attractive risk and return profile after the recent share pullback.
Narrative Update • Jun 18

ADS: Direct To Consumer Execution And World Cup Plans Should Support Re Rating

The analyst price target for adidas has edged higher to about €200, as analysts highlight direct to consumer led revenue growth, broad based regional and category momentum, and recent rating upgrades that reflect improved confidence in the company’s execution. Analyst Commentary Recent research on adidas centers on how the company is executing its direct to consumer approach, how that feeds into growth expectations, and what that might mean for valuation as price targets shift higher or lower.
Narrative Update • Jun 04

ADS: Recent Pullback And Earnings Delivery Should Support Future Re Rating

Adidas' analyst price target has been revised slightly higher to €198.28 from €196.77. Analysts attribute the change to recent target adjustments across banks, including upgrades linked to the share price pullback and recalibrated earnings expectations.
Analysis Article • May 02

adidas AG Just Beat Earnings Expectations: Here's What Analysts Think Will Happen Next

adidas AG ( ETR:ADS ) just released its latest first-quarter results and things are looking bullish. Results were good...
Narrative Update • Apr 27

ADS: China Strength And Buybacks Will Support Future Re Rating

Adidas' analyst fair value estimate has been trimmed by about €3 to €196.77 as analysts factor in slightly more cautious revenue growth assumptions, alongside relatively steady profit margin and P/E expectations, following a series of recent price target revisions across the Street. Analyst Commentary Recent research highlights a mixed but generally constructive read on adidas, with several firms trimming price targets while still expressing confidence in execution and the long-term earnings profile.
Narrative Update • Apr 10

ADS: Premium Consumers And Buybacks Will Support Future Re Rating

Adidas' analyst price target has shifted modestly higher to €199.96 from €199.42, as analysts balance recent target cuts with views of steady revenue, stable profit margins and a broadly unchanged future P/E outlook. Analyst Commentary Recent research paints a mixed picture, with several firms trimming their price targets on Adidas while keeping positive ratings, and others flagging risks around guidance and sector pressures.
Narrative Update • Mar 26

ADS: Premium Consumers And Buybacks Will Support Future Multiple Expansion

The analyst price target for adidas has been trimmed by a few euros, reflecting slightly lower fair value assumptions and a modest reset in growth and P/E expectations after several firms cut their targets into a €185 to €232 range, while still highlighting solid execution and guidance. Analyst Commentary Recent research has centered on a cluster of price target cuts, with most new targets sitting between €185 and €232 or around $138 for those quoting in U.S. dollars.
Narrative Update • Mar 11

ADS: Premium Consumers And Buybacks Will Support Future Margin Resilience

Our analyst fair value estimate for adidas has been reduced from about €221 to €202, reflecting a series of Street price target reductions as analysts factor in more cautious revenue growth, slimmer profit margins, and slightly lower future P/E assumptions. Analyst Commentary Recent Street research on adidas points to a reset lower in price targets, but most firms are still keeping positive or constructive ratings on the shares.
Narrative Update • Feb 25

ADS: Premium Consumers And Share Buybacks Will Support Future Margin Resilience

Analysts have trimmed their fair value estimate for adidas by about €1 to roughly €221, reflecting slightly softer assumptions for revenue growth, profit margins and future P/E. This is in line with recent mixed research that includes a reduced price target at Citi, a downgrade at RBC Capital, and a more upbeat initiation at Grupo Santander and higher target at Bernstein.
Narrative Update • Feb 11

ADS: Premium Consumers And Buyback Plan Will Support Future Margin Resilience

Analysts have trimmed their consolidated price target for adidas to about €222 from roughly €225, reflecting slightly higher required returns and marginally softer assumptions on growth and profitability, even as some houses still see room for rerating based on sector positioning and the potential for brand recovery. Analyst Commentary Bullish Takeaways Bullish analysts highlight that some sportswear names, including adidas, are viewed as clearly dislocated, with share prices that, in their view, do not fully reflect recent guidance and earnings revisions.
Narrative Update • Jan 26

ADS: Premium Consumers And Sports Footwear Demand Will Support Future Margin Resilience

Analysts have made a slight adjustment to their fair value estimate for adidas to €224.84, reflecting updated views on discount rates, revenue growth, profit margins, and future P/E following a mix of recent price target hikes and a downgrade in Street research. Analyst Commentary Recent Street research on adidas offers a mix of optimism and caution, which helps explain the modest tweak to the fair value estimate.
Narrative Update • Jan 12

ADS: Premium Consumers And Sports Footwear Shift Will Support Stronger Margins

Analysts have nudged their fair value estimate for adidas higher to about €226.60 from roughly €223.57, reflecting updated price targets and views that greater exposure to premium consumers and sportswear demand could support slightly stronger margins and a modestly higher future P/E. Analyst Commentary Recent street research has tilted constructive on adidas, with several firms adjusting price targets higher in both US dollar and euro terms.
Narrative Update • Dec 26

ADS: Brand Strength Will Support Premium Margins As Earnings Power Improves

Analysts have nudged their price target for adidas slightly higher to about EUR 224, supported by new Outperform and Overweight views that emphasize resilient profitability and a modestly richer future earnings multiple, despite slightly softer long term growth assumptions. Analyst Commentary Recent Street research on adidas reflects a generally constructive stance on the shares, with price targets clustered modestly above current levels and supported by expectations of resilient execution, disciplined cost control, and a steady recovery in brand momentum.
Narrative Update • Dec 12

ADS: Brand Strength Will Support Premium Margins Despite Intensifying Competitive Pressures

The analyst price target for adidas has been modestly reduced to EUR 222 from EUR 229 as analysts temper their fair value and margin assumptions, despite recent supportive coverage including new Outperform and Overweight ratings. Analyst Commentary Bullish analysts point to a supportive fundamental backdrop for adidas, with recent coverage highlighting confidence in the company’s ability to sustain profitable growth despite a more competitive landscape in sportswear and footwear.
Narrative Update • Nov 28

ADS: Revenue Momentum Will Drive Double-Digit Gains Amid Easing Margin Pressures

The analyst price target for adidas has been modestly lowered by approximately EUR 2 to EUR 229. Analysts cite slightly higher discount rates and a conservative outlook for future growth and profitability as the reasons for this adjustment.
Narrative Update • Nov 13

ADS: Double-Digit Revenue Growth Will Drive Upside Amid Rising Competition

Analysts have slightly reduced their fair value estimate for adidas, lowering the price target from approximately EUR 234.05 to EUR 231.65 due to modest adjustments to key financial assumptions. These adjustments include slower projected revenue growth and an increased discount rate.
Narrative Update • Oct 30

ADS: Stable Profit Margins Will Support Renewed Confidence Amid Legal Scrutiny

Analysts have modestly increased their price target for adidas shares from €234 to €238. They note stable profit margin outlook and minor adjustments to growth assumptions as drivers for the slight upward revision.
Analysis Article • Sep 28

adidas (ETR:ADS) Might Have The Makings Of A Multi-Bagger

Finding a business that has the potential to grow substantially is not easy, but it is possible if we look at a few key...
Narrative Update • Sep 19

Rising Health Trends Will Expand Global Athleisure And E-commerce

Given that adidas’s key forward metrics—Future P/E and consensus revenue growth—remain virtually unchanged, the marginal downward revision in its consensus analyst price target to €237.35 likely reflects only minor adjustments in sentiment rather than any significant shifts in underlying fundamentals. What's in the News Mexico is considering legal action against Adidas after the company collaborated with a Mexican American designer to launch a product inspired by traditional Indigenous sandals, citing concerns about big companies using Indigenous designs without proper compensation (Reuters).
Narrative Update • Sep 04

Rising Health Trends Will Expand Global Athleisure And E-commerce

With both revenue growth forecasts and future P/E ratios holding steady, consensus analyst price targets for adidas remain unchanged at €241.02. What's in the News Mexico is exploring legal action against Adidas after the company collaborated with designer Willy Chavarria on a show inspired by traditional Indigenous sandals, with President Claudia Sheinbaum noting concerns about misuse of Indigenous designs (Reuters).
Analysis Article • Sep 02

We Think adidas (ETR:ADS) Can Manage Its Debt With Ease

Some say volatility, rather than debt, is the best way to think about risk as an investor, but Warren Buffett famously...
Analysis Article • Jul 25

adidas AG's (ETR:ADS) Price In Tune With Revenues

adidas AG's ( ETR:ADS ) price-to-sales (or "P/S") ratio of 1.5x may not look like an appealing investment opportunity...
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New Narrative • Nov 07

Retail Innovation And Global Expansion Drive Growth And Earnings Potential

Strategic retail investments and product innovations aim to boost revenue growth through enhanced brand visibility and consumer engagement.

CEO Compensation Analysis

How has Bjorn Gulden's remuneration changed compared to adidas's earnings?
DateTotal CompensationSalaryCompany Earnings
Mar 31 2026n/an/a

€1b

Dec 31 2025n/an/a

€1b

Sep 30 2025n/an/a

€1b

Jun 30 2025n/an/a

€1b

Mar 31 2025n/an/a

€1b

Dec 31 2024€7m€2m

€756m

Sep 30 2024n/an/a

€381m

Jun 30 2024n/an/a

€196m

Mar 31 2024n/an/a

€85m

Dec 31 2023€9m€2m

-€119m

Sep 30 2023n/an/a

-€179m

Jun 30 2023n/an/a

-€368m

Mar 31 2023n/an/a

-€107m

Dec 31 2022€4mn/a

€228m

Compensation vs Market: Insufficient data to establish whether Bjorn's total compensation is reasonable compared to companies of similar size in the German market.

Compensation vs Earnings: Bjorn's compensation has been consistent with company performance over the past year.

CEO

Bjorn Gulden (61 yo)

3.5yrs
Tenure
€7,383,585
Compensation

Mr. Bjørn Gulden serves as Chairman of the Executive Board and Chief Executive Officer at adidas AG since January 1, 2023. He is also Chairman of the Board, Global Brands at adidas AG. He is also responsib...

Leadership Team

NamePositionTenureCompensationOwnership
Bjorn Gulden
Chairman of Global Brands3.5yrs€7.38mno data
Harm Ohlmeyer
CFO & Member of Executive Board9.3yrs€3.32mno data
Michelle Robertson
Global Head of HR3.5yrs€2.53mno data
Mathieu Sidokpohou
Member of Executive Board & Chief Commercial Officer1.7yrs€1.06mno data
Gunter Weigl
Senior VP of Brand Partnerships & Employee Representative Member of Supervisory Board13yrs€208.00kno data
Linda Evenhuis
Emp Rep Member of Supervisory Boardno data€96.85kno data
Thomas Sapper
Employee Representative Member of Supervisory Board & Senior Director of Tech Project Managementno data€128.14kno data
Sebastian Steffen
Senior Vice President of Investor Relations & Corporate Communicationsno datano datano data
Jan Heinemann
General Counselno datano datano data
Aimee Arana
Senior VP and GM of Global Product - Training7.3yrsno datano data
Markus Morent
Managing Director for Korea1.1yrsno datano data
3.5yrs
Average Tenure
55.5yo
Average Age

Experienced Management: ADS's management team is considered experienced (3.5 years average tenure).

Board Members

NamePositionTenureCompensationOwnership
Gunter Weigl
Senior VP of Brand Partnerships & Employee Representative Member of Supervisory Board7.2yrs€208.00kno data
Linda Evenhuis
Emp Rep Member of Supervisory Board2.2yrs€96.85kno data
Thomas Sapper
Employee Representative Member of Supervisory Board & Senior Director of Tech Project Management2.2yrs€128.14kno data
Jing Ulrich
Independent Member of Supervisory Board7.2yrs€103.00kno data
Ian Gallienne
Independent Deputy Chairman of Supervisory Board10.1yrs€254.00kno data
Bodo Uebber
Independent Member of Supervisory Board7.2yrs€308.00kno data
Nassef Onssy Sawiris
Independent Deputy Chairman of Supervisory Board10.1yrs€134.28kno data
Christian Klein
Independent Member of Supervisory Board5.9yrs€166.57kno data
Birgit Biermann
Employee Representative Member of Supervisory Board3.8yrs€136.28kno data
Jackie Joyner-Kersee
Independent Member of Supervisory Board5.2yrs€104.00kno data
Bastian Knobloch
Employee Representative Member of the Supervisory Board4.5yrs€105.00kno data
Paul Seline
Employee Representative Deputy Chairman of Supervisory Board2.2yrs€159.42kno data
5.5yrs
Average Tenure
59.5yo
Average Age

Experienced Board: ADS's board of directors are considered experienced (5.5 years average tenure).

Company Analysis and Financial Data Status

DataLast Updated (UTC time)
Company Analysis2026/07/05 04:27
End of Day Share Price 2026/07/03 00:00
Earnings2026/03/31
Annual Earnings2025/12/31

Data Sources

The data used in our company analysis is from S&P Global Market Intelligence LLC. The following data is used in our analysis model to generate this report. Data is normalised which can introduce a delay from the source being available.

PackageDataTimeframeExample US Source *
Company Financials10 years
  • Income statement
  • Cash flow statement
  • Balance sheet
Analyst Consensus Estimates+3 years
  • Forecast financials
  • Analyst price targets
Market Prices30 years
  • Stock prices
  • Dividends, Splits and Actions
Ownership10 years
  • Top shareholders
  • Insider trading
Management10 years
  • Leadership team
  • Board of directors
Key Developments10 years
  • Company announcements

* Example for US securities, for non-US equivalent regulatory forms and sources are used.

Unless specified all financial data is based on a yearly period but updated quarterly. This is known as Trailing Twelve Month (TTM) or Last Twelve Month (LTM) Data. Learn more.

Analysis Model and Snowflake

Details of the analysis model used to generate this report is available on our Github page, we also have guides on how to use our reports and tutorials on Youtube.

Learn about the world class team who designed and built the Simply Wall St analysis model.

Industry and Sector Metrics

Our industry and section metrics are calculated every 6 hours by Simply Wall St, details of our process are available on Github.

Analyst Sources

adidas AG is covered by 62 analysts. 27 of those analysts submitted the estimates of revenue or earnings used as inputs to our report. Analysts submissions are updated throughout the day.

AnalystInstitution
Volker BosseBaader Helvea Equity Research
Knut WollerBaader Helvea Equity Research
Jonathan KompBaird