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Core Insights - Adidas is experiencing a significant recovery after reporting its first loss in 30 years in 2023, with a projected return to profitability in 2024 and double-digit sales growth across all business lines and markets in the first half of 2025 [2][4] Financial Performance - In Q3, Adidas reported a revenue increase of 12% year-on-year to €6.6 billion, achieving the highest quarterly revenue in its history [2] - The gross margin reached 51.8%, and operating profit increased by 23% to €736 million, raising the operating profit margin for the first nine months to 10.1%, exceeding the CEO's initial target [4] - Adidas has raised its full-year guidance for 2025, expecting brand revenue to grow by double digits and operating profit to reach €2 billion, up from a previous estimate of €1.7 billion to €1.8 billion [4] Product Line Performance - Revenue from footwear increased by 11% to €3.75 billion, with the ADIZERO series running shoes seeing over 30% growth [5] - Apparel revenue grew by 16% to €2.38 billion, while accessories saw a modest increase of 1% [5] Regional Performance - Sales in Europe grew by 12% to €2.33 billion, North America by 8% to €1.3 billion, and Greater China by 10% to €947 million [7] - Greater China has shown consistent quality growth for ten consecutive quarters, with Q3 revenue reaching €974 million, a 10% year-on-year increase [7] Strategic Initiatives - Adidas is focusing on sports marketing and professional endorsements to rebuild its reputation in vertical markets like running and football [5] - The company is implementing a "China for China" strategy, emphasizing local consumer engagement and innovation, with China being defined as a growth engine and innovation testing ground [7][9] Market Challenges - Adidas has faced increased costs due to higher tariffs on goods from Vietnam and Indonesia, impacting its pricing strategy in the U.S. market [7] - Recent consumer feedback highlighted concerns over the quality of Adidas products compared to local competitors, leading to discussions about pricing and product sourcing [11]