Adidas Wins $23 Million Trademark Ruling as Raised 2026 Guidance Caps Record Quarter
Published on 10/29/2026 at 15:21 | Editorial boerse-global.de
Adidas shares climbed 3.8% on Wednesday after the Herzogenaurach-based sportswear maker published detailed third-quarter 2026 results, pairing a record top line with an upgraded full-year profit outlook. Investors also had a Florida courtroom victory to digest: a federal court awarded the company statutory damages of $23.16 million against 28 sellers of counterfeit goods and issued an injunction against them, according to media reports.
The ruling, handed down yesterday, carries two distinct components. The damages figure is an award, not cash already collected, while the injunction targets the conduct of the defendants. For shareholders, the case is chiefly about brand protection rather than an immediate earnings boost — and it does not by itself justify any change to guidance.
Revenue record and a 37% profit jump
Adidas reported revenue of €7,252 million for the quarter, a record, alongside operating profit of €1,008 million — up 37% year on year. That operating momentum is the foundation beneath the positive market reaction, which dpa-AFX attributed to the strong figures and the prospect of a return to growth in Europe.
Roughly €200 million in US tariff refunds contributed to the quarterly result, a one-off item that investors should weigh separately from the underlying performance of the business.
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Looking at the full year, Adidas now expects operating profit of about €2.5 billion for 2026, raised from roughly €2.3 billion previously. The higher target links the strong quarter to an improved annual outlook.
Europe: a 4% decline and a high-single-digit rebound
The European business drew particular scrutiny. Currency-neutral revenue in the region fell 4% to €2.24 billion in the third quarter, yet Adidas expects high-single-digit percentage growth in the final three months of the year. A book of orders described by dpa-AFX as "extremely positive" has reinforced investor sentiment.
That anticipated turnaround is a forecast, not a delivered result. Whether the promised recovery genuinely replaces the prior quarter's weakness is the question shareholders will be watching.
Analysts focus on Europe and direct-to-consumer
JPMorgan analysts pointed to reassuring comments on the improving European business, according to Reuters, underscoring why the regional outlook has drawn as much attention as the record headline numbers. Jefferies, meanwhile, reaffirmed its buy rating and a €187 price target following the full quarterly figures, with analyst James Grzinic highlighting growth driven by the direct-to-consumer channel and the development of inventory levels.
Partnerships and product pipeline advance
Alongside its legal win, Adidas is broadening its sporting ties. Melbourne Storm announced yesterday a multi-year agreement with the company as official kit partner, starting with the 2027 season. In Canada, Adidas Canada unveiled a multi-year contract with Toronto Maple Leafs player Gavin McKenna — one deal covering a team, the other an individual athlete.
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On the product side, Adidas Originals and Wales Bonner presented their autumn/winter 2026 collection on Tuesday, with the global sales launch slated for today. Unlike the Melbourne Storm partnership, that release feeds directly into current trading.
The courtroom success and the new collaborations round out an already upgraded earnings outlook without prompting a further revision to guidance. What remains is for Adidas to deliver the European recovery it has promised in the closing quarter.
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