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MarketScreener Homepage  >  Equities  >  Xetra  >  Adidas    ADS   DE000A1EWWW0

ADIDAS (ADS)
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Adidas plays down impact of World Cup soccer on sales

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05/03/2018 | 04:47pm CEST

BERLIN (Reuters) - Adidas expects only a limited impact from the upcoming soccer World Cup in Russia, where the economy is in the doldrums, also predicting that its sales in Western Europe will stall in the second quarter.

Shares in the German sportswear company fell after the comments, trading down 5.4 percent at 1430 GMT.

Chief Executive Kasper Rorsted made the comments on an analyst call after Adidas reported that Western Europe sales growth slowed to 5 percent in the first quarter, despite support from early sales of World Cup jerseys.

"We are moving to a flattish revenue number for the second quarter," Rorsted said of Western Europe, adding that this year's World Cup in Russia offered fewer financial opportunities than the last competition in Brazil in 2014.

Rorsted said the soccer competition was still very important for promoting the brand but had become less crucial for driving sales.

Adidas, which is the official sponsor of the World Cup and is providing shirts to 12 of the 32 teams, sold a record of more than 2 billion euros (1.8 billion pounds) of soccer gear in 2014, helped by sales of its jerseys for champions Germany.

Rorsted said sales in Russia, which tumbled 16 percent in the first quarter, could get a boost in the second quarter from the competition as Adidas opens pop-up stores, but he noted that the economy remained in trouble due to Western sanctions.

Adidas made about 10 percent of its sales in Russia in 2012 but has seen the market decline to less than 3 percent of revenue due to years of recession there, forcing the German company to close dozens of stores.

Adidas finance chief Harm Ohlmeyer added that sales in Europe would also be dented by the company no longer selling its products through French sporting goods retailer Decathlon, although it hoped it could make up for that via ecommerce.

(Reporting by Emma Thomasson; Editing by Arno Schuetze/Keith Weir)

Stocks mentioned in the article
ChangeLast1st jan.
ADIDAS -0.81% 207 Delayed Quote.23.84%
NIKE -0.37% 79.75 Delayed Quote.27.50%
PUMA AG RUDOLF DASSLER SPORT -0.55% 451 Delayed Quote.24.24%
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Financials (€)
Sales 2018 22 254 M
EBIT 2018 2 361 M
Net income 2018 1 658 M
Finance 2018 589 M
Yield 2018 1,50%
P/E ratio 2018 25,14
P/E ratio 2019 21,71
EV / Sales 2018 1,92x
EV / Sales 2019 1,76x
Capitalization 43 308 M
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Technical analysis trends ADIDAS
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Mean consensus OUTPERFORM
Number of Analysts 38
Average target price 219 €
Spread / Average Target 5,8%
EPS Revisions
Managers
NameTitle
Kasper Bo Rørsted Chief Executive Officer
Igor Landau Chairman-Supervisory Board
Harm Ohlmeyer Chief Financial Officer
Willi Schwerdtle Deputy Chairman-Supervisory Board
Wolfgang Jäger Member-Supervisory Board
Sector and Competitors
1st jan.Capitalization (M$)
ADIDAS23.84%49 531
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PUMA AG RUDOLF DASSLER SPORT24.24%7 780
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