Adidas Sees Europe Rebound in 4th Quarter, Streaks Ahead in China
German sportswear maker Adidas said on Thursday it expected Europe, its largest but worst-performing market, to return to growth in the last quarter of 2026, while it continued a strong run in China where it is outpacing rival Nike. Heavy discounting at many retailers due to high inventory levels and promotional activities led to a slowdown in Europe, with sales contracting in the third quarter. The region accounts for almost a third of group sales.
