Adidas

Adidas shares fell more than 15% in early trading after the German sportswear giant missed second-quarter profit expectations, despite a 14% revenue increase to £5.7bn. The profit miss was attributed to a £180m marketing spend, largely driven by campaigns for the FIFA World Cup hosted by the US, Canada, and Mexico. The high-profile World Cup advert featured celebrities including Timothée Chalamet, Lionel Messi, and Bad Bunny. Adidas maintained its full-year operating profit target of £2bn. The share price drop, reaching 17% to €151.20, challenges CEO Bjørn Gulden’s goal of closing the gap with rival Nike. The company cited growth in running and football sectors, and noted strong kit deals with Manchester United and Real Madrid. Adidas also announced Birgit Kretschmer will replace Harm Ohlmeyer as CFO at year-end.

1 reports · 1 sources · Updated Jul 30, 09:46 AM UTC

Adidas has raised its full-year sales forecast for 2026 after reporting better-than-expected second-quarter results. The company's quarterly revenues grew by a currency-adjusted 14% to 6.74 billion euros ($7.72 billion), surpassing the 6.63 billion euros projected by analysts. The strong performance was driven by increased demand linked to the upcoming World Cup and the popularity of retro-style products. The announcement was made on July 30, 2026, and reported by The Business Times Singapore.

1 reports · 1 sources · Updated Jul 30, 07:13 AM UTC

Liverpool's pre-season tour of the United States has been disrupted by travel chaos after their flight from Chicago to New York was cancelled due to thunderstorms and heavy rain. The Reds were scheduled to arrive in New York on Tuesday ahead of Wednesday's friendly against Wrexham at Yankee Stadium, but will now land just hours before kick-off. The cancellation also affected the planned reveal of Liverpool's new away kit, with club legends Ian Rush and Robbie Fowler stepping in to model the Adidas kit at a Brooklyn event. Manager Andoni Iraola, who ended his playing career at New York City FC, will have a larger squad to choose from as Ryan Gravenberch, Florian Wirtz, and Alexander Isak have returned to training, though they may not feature in the match. Meanwhile, Alisson Becker, Cody Gakpo, and Virgil van Dijk will begin individual training programs at Liverpool's AXA Training Centre.

1 reports · 1 sources · Updated Jul 29, 12:29 PM UTC

The French Football Federation (FFF) is finalizing Zinedine Zidane’s appointment as head coach of Les Bleus, succeeding Didier Deschamps after his final match—a World Cup third-place playoff against England on July 18, 2026. Zidane’s contract, reportedly worth €300,000–€450,000 monthly, begins September 1. He plans a major staff overhaul, including assistants from Real Madrid and Fabien Barthez as goalkeeping coach. The official announcement is expected within a week, with the first matches in Nations League games against Turkey, Belgium, and Italy.

52 reports · 15 sources · Updated Jul 29, 09:11 AM UTC

Liverpool FC officially unveiled their 2026-27 season away kit on July 29, featuring a pure white base with berry red and gray accents. The jersey includes a V-neck design, a classic trefoil logo, and a retro Liver Bird crest. Adidas three stripes extend from the shoulders, contributing to a clean, balanced classic silhouette. The kit is now available at all official club stores, with a 10% discount for season ticket holders, Full Red members, Light members, and Youth members.

1 reports · 1 sources · Updated Jul 29, 08:37 AM UTC

Serie A club Como, in collaboration with Adidas, has released their new home kit for the 26-27 season. The jersey features a retro Como crest, classic blue color, and Adidas' signature stand-up collar and vertical stripes. According to Como chairman Mirwan Suwarso, the partnership with Adidas is purely a 'collaboration,' where the club forgoes jersey profit margins in exchange for the right to independently design the kit. In a novel promotional campaign, Como players Ramon and Rodriguez took to the streets wearing the new jerseys and distributed them directly to fans, showcasing the upcoming season's kit in an engaging, grassroots manner.

1 reports · 1 sources · Updated Jul 29, 06:17 AM UTC

Zinedine Zidane was officially presented as the new head coach of the French national team on Tuesday, resolving a potential sponsorship conflict between his long-time personal sponsor Adidas and the team's equipment supplier Nike. FFF President Philippe Diallo confirmed that Zidane will wear Nike apparel during national team gatherings, as required by the federation's contract. However, an exception was made for footwear, allowing Zidane to choose his own shoes, which are considered technical products. Zidane, who has been sponsored by Adidas since 1996, stated he will maintain his ambassadorship with the German brand outside his coaching duties, emphasizing that his personal sponsorship will not interfere with his role with Les Bleus.

1 reports · 1 sources · Updated Jul 28, 10:18 AM UTC

Olympique Lyonnais (OL) has unveiled its third kit for the 2026-2027 season, following the earlier release of its home and away jerseys. The new third kit pays tribute to the cultural identity of Lyon, with a design inspired by the city's music scene and its energy. Manufacturer Adidas aimed to create a link between football, movement, and local heritage through a piece designed for both performance and style. The article, published by Foot Mercato on July 28, 2026, includes images of the kit and links to related content about OL's other kits and transfer news.

1 reports · 1 sources · Updated Jul 28, 09:02 AM UTC

Real Madrid's board of directors is set to meet on July 28, 2026, to approve record revenues of approximately 1.3 billion euros, an unprecedented figure for any sports club. The club's financial stability is bolstered by new sponsorship agreements with Adidas and Emirates, making the Real Madrid jersey the most expensive in the world, generating 300 million euros annually. The board will also officially announce the signing of Ivorian international Yan Diomande from RB Leipzig, the fifth acquisition for coach José Mourinho this transfer window. The club's youth academy has already contributed over 100 million euros in income this summer, with further player sales expected before the transfer window closes. Mourinho identified Diomande as a game-changing player to add speed to the squad.

1 reports · 1 sources · Updated Jul 28, 07:57 AM UTC

Real Madrid's new pink third kit for the 2026/27 season has been leaked and is already on sale at an InterSport store in Normandy, France, weeks before the official release by Real Madrid and Adidas. The jersey features a vibrant pink base with ivory white accents, a V-neck collar, and a geometric pattern inspired by Latin American art. Marca confirmed the early sale, with a store employee stating they had been selling it since the previous Wednesday and that no restrictions were in place. The reporter purchased the jersey, and QR codes on the tags link to an Adidas France page titled 'Real Madrid 26/27 Third Jersey' without an image. This marks the third time in recent years Real Madrid has used pink for a third kit, following the 2014/15 and 2020/21 seasons. The official release is expected in the coming weeks before the La Liga season.

1 reports · 1 sources · Updated Jul 27, 11:40 PM UTC

Colin Temple, the longtime president of UK-based footwear retailer Schuh, is leaving after 38 years with the company, including 15 years as president. He joined as a merchandiser in 1988 and became managing director in 2002. Tomas Petersson, formerly senior vice president and general manager of EMEA at Foot Locker, will succeed him as president, reporting to Journeys Global Retail Group CEO Andy Gray. Petersson also held leadership roles at Puma and Intersport Sweden. The leadership change comes as Schuh faces a challenging consumer market and heavy discounting in the region. Genesco CEO Mimi Vaughn indicated the company will focus on full-price selling and controlled markdowns, while improving product access with brands like Nike, Adidas, and Asics. Temple expressed pride in his tenure and confidence in the company's future.

1 reports · 1 sources · Updated Jul 27, 03:39 PM UTC

Real Zaragoza presented their new first kit for the upcoming season on Monday, manufactured again by Adidas. The predominantly white jersey features deep blue shoulders, sleeves, and V-neck trim, creating a distinctive shoulder yoke. Fine vertical lines with an embossed effect on the front fabric evoke designs from the 1980s and 1990s. Sponsor logos are integrated in the same blue color. The shirt includes the historic Zaragocista motto 'Zaragoza never surrenders,' referencing the Napoleonic siege, and a badge representing the three Aragonese provinces (Zaragoza, Huesca, Teruel) with regional flag bars. The fabric uses Adidas' AEROREADY technology for ventilation and sweat absorption. The presentation featured players Ander Herrera, Lucas Terrer, and Hugo Pinilla wearing the kit at the construction site of the new Romareda stadium.

1 reports · 1 sources · Updated Jul 27, 12:18 PM UTC

Real Zaragoza presented their new home jersey for the upcoming season on Monday, manufactured again by Adidas. The shirt features deep blue shoulders, sleeves, and V-neck trim forming a shoulder yoke against a predominantly white body, with fine embossed vertical lines on the front fabric evoking designs from the 1980s and 1990s. Sponsor logos are integrated in the same blue color. The jersey includes the historic slogan 'Zaragoza never surrenders,' originating from the Napoleonic siege in the early 19th century, and a badge representing the three Aragonese provinces (Zaragoza, Huesca, Teruel) with bars of the regional flag. The fabric uses Adidas' AEROREADY technology for ventilation and sweat absorption. The presentation featured players Ander Herrera, Lucas Terrer, and Hugo Pinilla at the construction site of the new Romareda stadium.

1 reports · 1 sources · Updated Jul 27, 12:18 PM UTC

Cavan Sullivan, the 16-year-old Philadelphia Union midfielder and future Manchester City player, debuted Adidas' new 3D-printed boots (Project R.A.P.) in a competitive MLS match on July 23, 2026. The boots were custom-printed to his foot specifications and developed with input from stars like Khvicha Kvaratskhelia and Ademola Lookman. Sullivan played 85 minutes in a 3-1 win over New York Red Bulls, recording six successful dribbles and winning nine ground duels. Adidas chief creative officer Alasdhair Willis said Sullivan was chosen for his bright future and entertaining style. The technology was also showcased in basketball with Mikel Brown Jr. and Darryn Peterson. The article highlights the intersection of sports technology, youth prodigy marketing, and MLS performance.

1 reports · 1 sources · Updated Jul 25, 09:00 AM UTC

On July 23, 2026, 16-year-old American soccer prodigy Cavan Sullivan debuted Adidas' new 3D-printed boots, part of the Project R.A.P. (Radical Athlete Perception) range, during Philadelphia Union's 3-1 MLS victory over New York Red Bulls. The boots were custom-printed to match Sullivan's exact foot specifications, developed with athlete feedback from stars like Khvicha Kvaratskhelia and Ademola Lookman. Adidas chief creative officer Alasdhair Willis said Sullivan was chosen for his bright future and entertaining style. Sullivan, who agreed to join Manchester City at age 14 and became the youngest MLS player ever two years ago, impressed with six successful dribbles and nine ground duels won. The boots represent Adidas' push into bespoke, 3D-printed performance footwear, following their Climacool slip-on sneaker launch in 2025.

1 reports · 1 sources · Updated Jul 25, 09:00 AM UTC

Cavan Sullivan, the 16-year-old US soccer prodigy who signed with Manchester City at age 14, debuted Adidas' new 3D-printed boots in a competitive MLS match on July 23, 2026. The boots, part of Adidas' Project R.A.P. (Radical Athlete Perception) range, were custom-printed to match the exact specifications of Sullivan's feet. Adidas chief creative officer Alasdhair Willis said Sullivan was chosen for his bright future and entertaining skills. The teenager played 85 minutes for Philadelphia Union in their 3-1 win over New York Red Bulls, making six successful dribbles and winning nine of 12 ground duels. The boots were developed with input from Paris Saint-Germain's Khvicha Kvaratskhelia and Atletico Madrid's Ademola Lookman, who will also wear them. Adidas previously launched a similar 3D-printed basketball shoe, the BB.01, worn by Mikel Brown Jr at NBA Summer League.

1 reports · 1 sources · Updated Jul 25, 09:00 AM UTC

During the 2026 World Cup, U.S. Customs and Border Protection seized over 445,000 counterfeit World Cup-related items nationwide, causing an estimated $32 million in industry losses. The most seized items were fake Lionel Messi jerseys, according to New York Customs head Frank Russo. A special operation called 'Final Whistle' targeted counterfeit sales and transportation. Temporary stalls near Times Square sold fake Argentine jerseys for $30-$40, compared to $110 for official Adidas versions. New York alone accounted for 65,000 seizures, while Miami and Houston seized 16,000 and 12,000 items respectively. Toronto, Canada, also seized about 16,000 items. U.S. Customs noted that 60-70% of counterfeit goods shipped to the U.S. originate from China, and enforcement aims to prevent profits from flowing into organized crime. Separately, UK law enforcement seized 58,000 fake World Cup jerseys in Scotland valued at £5.5 million, a local record.

1 reports · 1 sources · Updated Jul 24, 04:45 PM UTC

The FBI and U.S. federal prosecutors are investigating the Argentine Football Association (AFA) for alleged money laundering, bank fraud, and tax evasion involving over $260 million processed through U.S. bank accounts. The probe focuses on TourProdEnter LLC, a Florida-based company that managed AFA’s international sponsorship revenue, including deals with Adidas and Warner. Suspicious payments were made to companies linked to AFA officials and social benefit recipients. No formal charges have been filed, but the investigation could impact AFA leadership and the 2026 World Cup.

12 reports · 5 sources · Updated Jul 24, 07:18 AM UTC

RC Strasbourg, the Alsatian Ligue 1 club, unveiled its new home jersey for the 2026-2027 season on Thursday. The kit, produced by Adidas, features a horizontal stripe across the chest in a darker blue, reviving the design of the club's first known jersey. The presentation highlighted the club's history, including its founding in 1906 as FC Neudorf, and featured former midfielder Morgan Schneiderlin, who left for Southampton in 2008 after 13 years in the academy. The collar bears the inscription '1906-2026' to commemorate the club's 120-year history. The club has been known as RC Strasbourg since 1919.

1 reports · 1 sources · Updated Jul 23, 09:53 AM UTC

On July 23, 2026, Real Madrid and Adidas officially released the club's new away kit for the 2026-27 season. The dark green jersey features off-white details, a subtle geometric pattern with the club's initials, and the retro Adidas Trefoil logo. Key players including Mbappé, Bellingham, and Vinicius modeled the kit. A matching goalkeeper kit in light blue was also unveiled. The shirt is available for 100 euros.

7 reports · 4 sources · Updated Jul 23, 10:44 AM UTC

Eintracht Frankfurt's new Bundesliga away jersey, featuring a retro design with the club's old crest from the 1980s and 1990s, has caused a massive rush among fans. The jersey, unveiled on July 23, 2026, is entirely white with black accents and a retro Adidas logo. The return of the old eagle crest, associated with the club's greatest successes including the 1980 UEFA Cup and DFB-Pokal titles in 1981 and 1988, has generated huge excitement. The online fan shop crashed seconds after sales started due to overwhelming demand, forcing the stadium shop to extend its hours. Club icon Jay-Jay Okocha appears in the promotional video, celebrating the design. Despite the high price of 100 euros for adults (80 for members), fans are eager to purchase the jersey. Defender Robin Koch expressed the team's honor in wearing the crest and their desire to create new memories.

1 reports · 1 sources · Updated Jul 23, 09:01 AM UTC

German sportswear company Puma has hired Dusan Hamlin, a former executive at Adidas and Reebok, to fill the newly created role of vice president of e-commerce. Hamlin will report to chief commercial officer Matthias Bäumer and will drive global strategy and commercial direction for Puma's digital and e-commerce businesses. The appointment follows Puma's late 2025 decision to split its direct-to-consumer business into global retail and global e-commerce divisions. Hamlin brings over 25 years of industry experience, having led digital transformations at Reebok and Adidas, and co-founded companies including M&C Saatchi Performance and This Place. He stated that emerging technologies like social commerce and AI-driven commerce will be key focus areas. This hiring is part of a broader management shakeup at Puma, which recently also hired a Nike veteran and an Adidas veteran for other leadership roles as the brand seeks to revitalize its business under CEO Arthur Hoeld.

1 reports · 1 sources · Updated Jul 22, 06:00 PM UTC

Manchester United has unveiled their new alternative (away) kit for the upcoming season, featuring blue as the dominant color. The kit, produced by Adidas with the Trefoil logo, is inspired by the club's golden eras, specifically referencing the 1968 European Cup final victory over Benfica (4-1), the 2009 Champions League semi-final, and the 2017 Europa League final. The article includes multiple images of players, including Bryan Mbeumo and Amad Diallo, showcasing the new uniform. The design marks a return to a color associated with past glory for the Red Devils.

1 reports · 1 sources · Updated Jul 22, 04:38 PM UTC

Following Spain's 2026 World Cup victory, 19-year-old Barcelona star Lamine Yamal has become arguably the most marketable athlete in soccer. American Eagle announced his first exclusive apparel collection, launching globally on September 3, inspired by his off-duty streetwear style. The collection features baggy denim, oversized silhouettes, and cargo pants targeting Gen Z consumers. Yamal's endorsement portfolio already includes Adidas, Visa, McDonald's, and Powerade. His multicultural background (Spanish-Moroccan-Equatorial Guinean), relaxed personality, and strong social media presence make him attractive to global brands. The article notes his long-term potential as a brand ambassador, contrasting with aging stars like Messi. The World Cup final victory over Argentina is framed as a symbolic passing of the torch from Messi to Yamal, enhanced by a famous childhood photo of Yamal with Messi.

1 reports · 1 sources · Updated Jul 22, 03:57 PM UTC

Bayern Munich's new season kit plans have emerged, with the home and away kits following a classic, minimalist design. However, leaked images from Footy Headlines reveal a third kit with a dark blue-purple base and orange-red accents, and an Oktoberfest special edition kit featuring a black base with colorful abstract floral patterns inspired by Munich's Oktoberfest. The Oktoberfest kit faces an awkward issue: Bayern plays Union Berlin on September 18, one day before Oktoberfest starts on September 19, and then enters a three-week international break. This means the kit may not be worn in any official match during the festival period, breaking tradition.

1 reports · 1 sources · Updated Jul 22, 03:14 PM UTC

David Beckham, former England captain and co-owner of Inter Miami, earned £19 million (over €22 million) from advertising contracts with 11 major brands during the 2026 FIFA World Cup, according to market analysts. The tournament, held from June 11 to July 19 in the United States, Mexico, and Canada, saw Spain crowned world champion after defeating Argentina 1-0 in extra time. Beckham's brand partners included Adidas, Bank of America, EA Sports, Home Depot, Lay's, Lenovo, McDonald's, Ninja Kitchen, Pepsi, Stella Artois, and Verizon. Brand expert Nick Ede noted that Beckham's surname, social media presence, and international fame retain significant marketing value for events watched by billions. His eldest son Brooklyn also benefited, earning about £1 million from a DoorDash ad. Other celebrities earning major fees included Shakira and Justin Bieber.

1 reports · 1 sources · Updated Jul 22, 01:09 PM UTC

Manchester United have launched their new blue away kit for the 2026/27 season, returning to a classic look last worn in 2016/17. The kit, made by adidas, features the trefoil logo, red and white trim, and a tonal stripe pattern. It was debuted by rapper Stormzy during the World Cup final. New signings Youri Tielemans, Andrey Santos, and Karl Darlow will wear the strip. The shirt is available from retailers including Fanatics, Kitbag, and the Man United Store, with prices starting at £40 for children and £85 for adults. Fan reactions on social media have been largely positive, with some comparing it favorably to previous seasons' designs.

1 reports · 1 sources · Updated Jul 22, 10:14 AM UTC

Manchester United have officially unveiled their 2026/27 away kit, ending weeks of speculation among fans. The design features a bold royal blue base inspired by a late-1980s iconic away kit, with a modern twist. Key elements include the return of the classic adidas Trefoil logo, a tonal stripe pattern, and red and white accents on the collar, cuffs, and shoulder stripes. The shirt uses lightweight, body-mapped 3D engineered fabrics with CLIMACOOL+ technology for moisture wicking and ventilation. The full kit includes matching royal blue shorts and socks with coordinated red detailing. The team, managed by Michael Carrick, may debut the kit in their opening Premier League match away to Hull City at the MKM Stadium.

1 reports · 1 sources · Updated Jul 22, 09:07 AM UTC

Bayern Munich is set to release two additional jerseys beyond their classic home and away kits, according to a report from Bild. The third jersey, leaked by the site footyheadlines, features a bold red and purple design with a modern, chaotic pattern. The Oktoberfest (Wiesn) jersey, inspired by the energy of the festival, will have a bright floral pattern. However, due to a new longer international break, Bayern will not play a competitive match during the Oktoberfest period this year. Their last match before the break is on September 18 against Union Berlin, with the Oktoberfest starting the next day and the international break beginning the following Monday, lasting nearly three weeks. The release dates for both jerseys have not been confirmed.

1 reports · 1 sources · Updated Jul 22, 07:46 AM UTC

According to football equipment website Footy Headlines, official images of Arsenal's 2026/27 season third kit have been leaked early, showing both player and fan versions. Designed by Adidas, the new jersey features light yellow as the main color, with the club crest, brand logo, edge trim, and pattern details in dark blue. The overall color scheme is fresh while retaining a strong retro feel. The shorts are predominantly dark blue, continuing the lightning pattern from the shirt for a unified design. The most eye-catching element is the return of the lightning pattern, which has appeared in multiple recent Adidas Arsenal kits and traces back to the 1994/95 season when Nike first introduced it. The light yellow main color also evokes memories of Arsenal's 2019/20 away kit, which was inspired by the classic 'Bruised Banana' design featuring irregular zigzag patterns.

1 reports · 1 sources · Updated Jul 21, 08:04 PM UTC