以往咨询机构试图给跨国企业兜售的那种"全球平均消费者"不存在了，世界不同地区的消费者都有他们自己的品味和意愿。 当其它商家还在准备双旦节的时候，阿迪达斯的春节营销已经早早开打。 他们一口气推出了十几件颜色、材质、廓形各异的带有盘扣元素的"新中式"三叶草中国限定外套，并且还召集了15位明星、运动员上身拍摄，"重拳出 击"来营销这个系列。 一些消费者吐槽，这是不是太刻板了？ 到了蛇年，则直接留下了最经典的盘扣，但采用了更挺括宽松的廓形，颜色也不是传统的大红大绿，而是暗红、米白、浅蓝、深蓝等，增加了可搭配性。 可以说，这实现了"老中能发现创新，老外一看就懂"的效果。 但去年买过的人已经"真香"了，到处安利说很适合过年穿，又精神又暖和，还很好穿搭。而且，外国人想买都买不到。 和这个新中式外套一样提气的，还有阿迪达斯的业绩，已经十个季度连续增长了，甚至在过去四个季度都是双位数增长。与之形成对比的，是增长乏力的 安踏、耐克，还有CEO刚辞职的lululemon。 阿迪达斯为什么能走出这么一条与众不同的道路呢？ 新中式又成强心针？ 细看这件"三道杠"外套，还是能发现很多设计上的想法。 比如硬挺立领，既能竖起来也能压下来，提 ...

Key Takeaways NKE saw running grow more than 20% in Q1 2026, though performance remained uneven across the portfolio.Running franchises and stronger wholesale trends helped stabilize results as Sportswear stayed soft.China revenues fell 10% and digital dropped 27%, adding pressure as NKE works to rebuild momentum.NIKE Inc’s. (NKE) first-quarter fiscal 2026 results show progress in rebuilding momentum, though performance remains uneven across the portfolio. Running was the standout, growing more than 20% as ...

Core Insights - Adidas aims to achieve a full recovery in the Chinese market within three years, with recent quarterly revenue reaching €947 million, a 10% year-on-year increase, marking ten consecutive quarters of growth [2] - The company's strategy of "For China, By China" has led to nearly 95% of products sold in China being locally produced and 60% designed locally, surpassing global CEO Bjorn Gulden's initial targets [2] - The shift from "For" to "Love" in the company's messaging reflects a deeper emotional connection with Chinese consumers, emphasizing the importance of brand localization [2][3] Localization Strategy - The concept of true localization involves integrating the brand into the daily narratives of consumers, aiming for 100% emotional resonance rather than just physical presence [5] - A mature local supply chain supports this strategy, allowing for rapid market response and high-quality production standards [5] - The Shanghai Creative Center (CCS) plays a crucial role in product innovation, co-creating with local consumers to ensure relevance and appeal [6] Consumer Engagement - Modern consumers prioritize brands that listen and adapt to their feedback, fostering a long-term trust relationship [8] - The success of creative products showcased at the Shanghai Fashion Week indicates strong market resonance, with over 80% of these products set to launch commercially [8] Market Trends - The traditional sports marketing approach is being reevaluated, with a focus on everyday enjoyment of sports rather than just elite competitions [9] - The rise of female participation in sports is prompting Adidas to target this demographic through storytelling and community engagement, particularly in street dance [9][10] Product Performance - The Terrace series of retro sports shoes and the ADIZERO running shoes have seen significant sales growth, with the latter achieving 51% of championships in major athletic events [12] - Adidas emphasizes the integration of performance and lifestyle in its products, aiming to resonate with consumers' daily lives [13] Future Initiatives - Adidas is expanding its reach into niche markets like hiking and skiing, collaborating with athletes and influencers to capture these segments [15] - The establishment of the "Adidas University Sports Community" reflects a long-term commitment to supporting youth sports in China, with partnerships with top universities [16][18] - The company is also focusing on growth in third- and fourth-tier cities and the children's apparel market, with plans to open 700 new stores in collaboration with local partners [19]

Core Viewpoint - Adidas aims to recover from its low point in three years, with recent quarterly performance showing a 10% year-on-year revenue increase to €947 million in Greater China, attributed to the "In China, For China" strategy [1][3]. Group 1: Localization Strategy - The localization strategy has led to nearly 95% of products sold in China being locally produced, with 60% designed in China, surpassing the global CEO's targets [1]. - The shift from "For China" to "Love China" signifies Adidas's deeper commitment to the Chinese market, emphasizing emotional connections with consumers [3]. - True localization involves integrating the brand into the daily narratives of consumers, aiming for 100% emotional resonance rather than just numerical metrics [7][10]. Group 2: Product Development and Consumer Engagement - The Shanghai Creative Center (CCS) has been pivotal in creating culturally relevant products, with over 80% of showcased items set to be commercialized [8][10]. - Adidas focuses on continuous product iteration based on consumer feedback, enhancing its connection with local users [8][10]. - The brand is shifting its marketing approach to emphasize lifestyle and enjoyment in sports, particularly targeting the growing female consumer segment through initiatives like street dance [12][14]. Group 3: Market Expansion and Future Outlook - Adidas is expanding into third- and fourth-tier cities and the children's market, with plans to open 700 new stores in collaboration with local partners [22]. - The establishment of the Adidas University Sports Community reflects a long-term commitment to youth sports in China, providing comprehensive support to university teams [19][21]. - The company maintains a strong focus on sustainability, aiming to lead in environmental indices despite broader industry cost-cutting trends [22].

Core Viewpoint - Adidas reported its strongest quarterly earnings ever, with a revenue of €6.63 billion for Q3 2025, marking a 12% year-on-year increase in currency-neutral terms, yet the stock price fell over 10% post-announcement, indicating market disappointment despite strong performance [1][14][16]. Financial Performance - Adidas achieved a record quarterly revenue of €6.63 billion, the highest in its history, with a 12% year-on-year growth in currency-neutral terms [1]. - The running segment, particularly the ADIZERO series, saw revenue growth exceeding 30% year-on-year [1]. - The company raised its revenue and profit forecasts for FY 2025, expecting double-digit revenue growth and operating profit to rise to €2 billion, up from a previous estimate of €1.7 to €1.8 billion [13][16]. Market Reaction - Following the earnings report, Adidas's stock price dropped over 10%, marking its largest single-day decline since late July [1][14]. - The stock's decline was attributed to revenue figures falling short of market consensus expectations, with actual revenue of €6.63 billion compared to a forecast of €6.71 billion [16]. - The North American market underperformed, with a 5% year-on-year revenue decline when adjusted for currency, and only a 1% increase in currency-neutral terms, making it the worst-performing region [11][16]. Strategic Initiatives - Adidas's partnership with major marathon events, such as the Beijing Marathon, highlights its commitment to the running segment and local market engagement [2][4]. - The company has emphasized localization in its strategy, with over 60% of products sold in China designed by local teams and 95% manufactured locally [8][10]. - Adidas is relocating its Greater China headquarters to a larger facility, reflecting its focus on the Chinese market [10]. Competitive Landscape - In comparison to Nike, Adidas has shown stronger performance in the Greater China market, with a 10% year-on-year revenue growth, while Nike's revenue in the same region declined [11][12]. - Both Adidas and Nike are undergoing transitions following CEO changes, with Adidas currently outperforming Nike in the Chinese market [11][12].

Core Insights - NIKE Inc. is implementing a "Sport Offense" strategy to unify its brands NIKE, Jordan, and Converse, aiming for sharper focus, faster innovation, and stronger consumer connections [1][8] - The strategy is inspired by the success in running, where double-digit growth was achieved through athlete-centric innovation [1] Brand Performance - Jordan Brand remains a cultural powerhouse, while NIKE is stabilizing core franchises like Air Force 1 and Air Jordan 1 [2] - Converse is undergoing a reset under new leadership to regain profitable growth through sharper positioning and refreshed designs [2] - The combination of these three brands creates a unique ecosystem that blends performance, lifestyle, and streetwear across various price points, which is NIKE's competitive edge [2] Market Challenges - NIKE faces hurdles such as softness in sportswear, lagging sales in China, and weaker digital traffic [3] - The company must prove that its brand trio can sustain momentum across markets, with management indicating that growth may not be linear [3] Competitive Landscape - Key competitors include adidas AG and lululemon athletica inc. [4] - adidas is recovering by focusing on brand strength and profitability, seeing renewed momentum from classic lifestyle products and core performance categories [5] - lululemon is outperforming in the premium activewear space, driven by innovation in performance fabrics and strong brand loyalty [6] Financial Performance - NIKE shares have declined by 19.3% year to date, compared to the industry's decline of 20.7% [7] - The forward price-to-earnings ratio for NIKE is 30.26X, higher than the industry average of 25.91X [9] - The Zacks Consensus Estimate indicates a year-over-year earnings decline of 23.6% for fiscal 2026, followed by a projected growth of 50.5% for fiscal 2027 [10]

Core Viewpoint - Adidas is facing significant challenges regarding product quality and brand image due to recent controversies, despite reporting record revenue growth in Q3 2023 [5][7][9]. Group 1: Recent Controversies - Consumers have raised concerns about the quality of Adidas products, including allegations that a down jacket was actually produced by a third-party manufacturer, Snow Flying, which offered a similar product at a lower price with better specifications [5][6]. - Another incident involved a customer experiencing a product defect with Adidas shoes shortly after purchase, leading to dissatisfaction with customer service [5][6]. Group 2: Financial Performance - In Q3 2023, Adidas reported a 12% year-on-year increase in global revenue, reaching €6.63 billion, marking the highest quarterly revenue in its history [7]. - Operating profit also saw a significant increase of over 20% to €736 million, with the operating margin improving from 9.3% to 11.1% compared to the same period last year [7]. Group 3: Strategic Initiatives - Adidas has implemented strategies focusing on local market penetration, flexible pricing, and product offerings to adapt to changing consumer demands, which have contributed to its recent revenue growth [8][10]. - The company is actively closing underperforming stores in major cities while expanding its presence in lower-tier cities, leveraging partnerships to enhance market reach [10][12]. Group 4: Challenges Ahead - The reforms initiated by CEO Gulden are facing scrutiny as cost-cutting measures have led to quality control issues and negative impacts on brand reputation [9][21]. - Unstable tariff policies and shifting fashion trends pose risks to the sustainability of Adidas's growth strategies, raising questions about the long-term viability of its pricing approach [9][25]. Group 5: Competitive Landscape - Adidas's market share in China has declined from 15% in 2021 to 8.7% in 2024, while competitors like Nike and Anta have gained ground [29]. - Nike's recent investments in the outdoor sports segment and its aggressive marketing strategies in China highlight the competitive pressures Adidas faces in maintaining its market position [28][29].

Core Insights - Adidas reported record-breaking third-quarter results for 2025, with sales revenues increasing 12% to €6.63 billion and operating profit rising 23% to €736 million, marking the highest quarterly sales in the company's history [1] - The company raised its full-year guidance, now expecting currency-neutral revenue growth of around 9% and operating profit of approximately €2 billion, up from previous forecasts of high single-digit growth and profits between €1.7 billion and €1.8 billion [1] - Adidas' strategy focuses on being "a global brand with a local mindset," empowering local managers and establishing nine product creation centers worldwide, which has contributed to outperforming competitors like Nike and Puma [1][2] Financial Performance - In Greater China, sales rose 10% to €947 million, driven by localization efforts, with 60% of products designed in Shanghai and 95% sourced domestically [2] - Sales in Europe, Adidas' largest market, increased 12% to €2.33 billion, while Japan and South Korea saw an 11% rise; Latin America and Emerging Markets grew by 21% and 13%, respectively [3] - North America experienced the lowest growth at 8%, attributed to delivery issues with accessories, which limited category growth to just 1% [3][4] Market Challenges - The company is navigating the impact of tariffs on imported goods, initially estimating a €200 million profit impact, later revised to €120 million [5] - Adidas has reduced its reliance on Chinese sourcing for U.S. products to 3%-4% and is working with suppliers to mitigate tariff burdens [6] - Concerns remain regarding the indirect effects of tariffs on consumer behavior, particularly as inflation rises [7][8] Product Performance - Apparel sales increased by 16% to €2.38 billion, while footwear sales grew 11% to €3.75 billion [9] - The "terrace trend" in footwear has been pivotal for Adidas, with performance products growing at 17%, outpacing lifestyle categories [10][11] - The company is investing in maintaining the terrace trend through regular product launches and collaborations, while also expanding "low profile" offerings [12][13] Strategic Initiatives - Adidas is promoting cross-pollination between lifestyle and performance products, utilizing designs from one sport to influence another [14] - A new capsule collection for women inspired by retro aesthetics is set to launch, receiving positive feedback from the trade [15] - The company aims to capitalize on the streetwear trend by producing lifestyle footwear resembling soccer boots [16] Future Outlook - The goal is to stabilize growth and maintain a 10% operating profit margin, with ambitions for area managers to strive for market leadership [17] - While global dominance is not feasible, particularly in the U.S. market where Nike holds a significant advantage, the company maintains an ambitious outlook for future growth [18]

Core Viewpoint - Adidas has raised its full-year profit forecast for 2023, driven by strong demand for retro footwear and measures taken to mitigate the impact of U.S. tariffs [1] Financial Performance - The company expects operating profit to be approximately €2 billion, up from the previous target of €1.7 billion to €1.8 billion [1] - Sales are projected to grow by about 9% on a constant currency basis [1] Market Trends - The resurgence of classic shoe models, particularly the Samba, has helped Adidas regain consumer interest and narrow the gap with industry leader Nike [1] - The trend has expanded to other retro shoe models featuring the "three stripes" logo [1] Strategic Initiatives - The increase in profit expectations is attributed to strong brand momentum and successful efforts to partially offset the cost pressures from rising U.S. tariffs [1]

Core Viewpoint - Adidas is increasingly focusing on the Chinese market, recognizing its potential for sustainable long-term growth due to its large population base, which contrasts with the saturation of the sports market in Europe [5][6]. Group 1: Company Performance - Under CEO Bjorn Gulden's leadership, Adidas has seen continuous revenue growth, with global revenue reaching €12.105 billion in the first half of the year, a year-on-year increase of 7.3% [5]. - The net profit attributable to shareholders for the same period was €798 million, reflecting a significant year-on-year growth of 121.4% [5]. - The Greater China region has been a key strategic market, contributing €1.827 billion in revenue during the first half of the year, which is a 13% increase year-on-year [5]. Group 2: Market Strategy - Gulden emphasizes the importance of "localization" in achieving success in overseas markets, advocating for empowering local teams to make decisions based on consumer preferences [7]. - The company recognizes that consumer demands can vary significantly between different markets, necessitating a tailored approach to product offerings [7]. - Currently, 95% of the products sold in China are "Made in China," with a growing number of products designed locally, which are well-received by both Chinese and international consumers [7].