”Samba, Gazelle, Spezial and Campus have continued to be strong, promoting the growth of sports fashion business, and at the same time, high -end products such as running, football, basketball and other categories perform well.” Adidas Global CEO Gulden said in the Q1 financial report Adidas 2024.In addition to the above products, the SL72 is expected to take over the trend.
Recently, Adidas exploded.The “T shoes” series represented by Samba is the first to set off a retro wave in the world, attracting supermodel Kendall Jenner, Bella Hadid, Hailey Bieber and other stars and other stars.The tide is on the foot.According to LACED data of market research agencies, sales of the SAMBA series in 2023 increased by 20 times year -on -year, and were rated as the “Best Shoes in 2023” by the global authoritative media “Footwear News”.
While maintaining a fiery sales trend in Samba and other “T -head shoes” series, Adidas’s other classic shoes “The “SuperStar series is also sought after by celebrities at home and abroad. In February this year, after Taylor Swift ended in Sydney’s tour, wearing SuperStar shoes to play the local zoo and were discovered by the tip of the eye.
It is worth mentioning that this is not the first time Taylor Swift has been discovered on his foot Adidas star shoes.Taylor Swift has been discovered by trendy enthusiasts many times that they wearing adidas X LVY PARK co -branded shoes appeared on street shooting, tour rehearsal and other occasions.
In China, Ozmillen, Ozthemis and other “daddy shoes”, as well as the “Light Season Shoes” series and the CLIMACOOL Qingfeng series created by Adidas Creative Center.
In addition to discovering internal creativity, Adidas also actively joined hands with global star designers to continue to consolidate its advantages in sports fashion.For example, in October 2023, Adidas Originals and Edison Chen announced that they had reached a global partnership and launched Adidas Originals by Edison Chen series, which was widely recognized by the trend circle.
Recently, Edison Chen posted a picture of Jennie, a member of Blackpink, a member of the Korean popular female group on social platforms, has attracted the attention of trendy enthusiasts wearing adidas X Clot co -branded clothing.
With the continuous rise of sports fashion influence, Adidas also surrendered an excellent performance answer in the first quarter of this year.The Q1 financial report in 2024 shows that during the reporting period, Adidas achieved revenue of 5.458 billion euros worldwide, an increase of 8%at the same period (the same below) in the currency neutral (below); operating profit was 336 million euros, and the gross profit margin increased by 6.4 percentage points year -on -year.By 51.2%, the performance was fully expected.
